It's a very blunt tactic. Try to make as much noise as possible, be as controversial as possible, in the hope that he gets a lot of attention.
People have been doing this for years. He's the Piers Morgan of the fitness world.
it's a well known fact that if you ask a question on social media, you get little response. If you ask a question and give your own very controversial answer then you get a lot of response. The problem is, few people who respond to him then want to pay him money for his shitty services. They just see him as an entertaining monkey as they scroll through their feeds