Tbh even James himself couldn't do his own JSA challenge. He was a none starter after spouting he was doing it for weeks. Then the ones that do put in the effort and complete for 12 weeks and get OK before and afters do it by eating 1500 calories of chips, chocolate and pizza. I'm yet to meet one that eats plenty of fruit and veg... They just keep their normal tit diet and lessen it for a few weeks.
Then again though, James relies on people failing and becoming repeat customers. Just like slimming world, weight watchers, herbalife. None of them want to lose your money so they don't give you the tools to change your lifestyle.