Criticism has its place, and some of your concerns may be helpful, but "you don't know what you're doing" and "this is all bad" are simply rude judgments.

I don't see the point in accusing the team of "selling air". Would you accuse a trainer of "selling movement" or a coach of "selling words"??

Breath is a fundamental component of the human experience that affects our mood, health, and everyday experience. Learning how your breath affects your experience is valuable just like any other physical activity (yoga, running, meditation, exercise). There is also a spiritual component to introspective practices like meditation which can be quite valuable. For some people, it's definitely worth paying for these things.

If you're only comfortable with gurus doing this work, what would a guru need to be "qualified"?