He has made up this elaborate theory that ugly sites sell because they're ugly, when Occam's razor says they sell despite being ugly. Thinking that muddy can accurately be called confusion.
Websites, advertisements, et al. do not exist in a vacuum. If websites "sell despite being ugly" then the whole design business is a scam, and at the end of the day you've got a much more complex situation to explain. What does Occam's razor tell you about that?
The point he's making is that design sends a message. Certain types of "bad" design included. And that certain types of "bad" design send a message that may actually appeal to some users. Is that really so elaborate, so confused?