This is just shilling for a marketing course, using the same technique (sell vaporware, build it out if there's interest) that it describes at tedious length.
Well he just clearly demonstrated the effectiveness of his marketing technique. If he can provide useful information, and gain advertising at the same time, I don't see the problem. It's a win/win.
The problem is it has nothing to do with making a product. It's gift wrap all the way down.