Joe probably started out with good intentions but he sold out for money IMO. He's a glorified salesman and doesn't do much unless he can use it raise his own profile and sell more of his products. Undeclared ads for companies that he conveniently owns shares in e.g. Gousto. The criticism of his lockdown workout videos was justified. He only donated a small percentage of the ad profits to the NHS when you consider that most people probably would have watched his other videos and bought some of the stuff he was advertising. Then to top it off he went against medical advice and exercised on his broken hand (or wrist? Either one) and needed surgery costing the NHS the same money that he had just donated. Have to hand it to him, he's done incredibly well. But it wasn't without a lot of business scheming and looking after number 1 i.e. himself.