I think the point the author is trying to convey, is that they are similar to MLM schemes in that they profit off of peoples hopes and dreams. Altough there are MLMs that are pure pyramid schemes, there are some where it is also not impossible to earn some money with it. Their products do not even have to be downright bad or fake. Having read Daniel Kahneman, I suppose with (economic) desperation people become especially suceptible to hear the siren's call of such marketing. What would have made the comparison to MLM more apt tough, is if there would be a thing like: you buy X subscriptions and may resell them, or if you have Y people that you convince to also become subs/tokens sellers you also get a cut.