That's why I highlighted that quote. I see it as a suggestion that he can take someone with negative presence currently and with no drive for it into social media fame by merely applying this formula, and that part of this formula would be repeating the same step for new recruits.

Perhaps it's just the way his marketing bluster read into the article, but it suggests he's not concerned with the market forces you're invoking, and so I immediately saw a large pyramidal structure when I read that particular line.