He works for a company called Astral Health, of course he's serious.
We detached this subthread from https://news.ycombinator.com/item?id=12119693 and marked it off-topic.
Astral Health and Beauty is a $40MM / year cosmetics and skincare company that I am proud to have been a part of. The beauty business gets shit on quite a bit, but it offers something priceless to the disadvantaged that is in short supply; the ability to feel good about oneself.
Icelandic public baths for example show young people that most humans are just not that attractive and it's ok. Consider TV uses highly attractive people to pretend to be less than attractive which is horribly damaging.