He makes a really good point, as per usual. It's one thing to choose to live your life a particular way, it's another to assume you've got it all figured out and get hoodwinked into living false claims because you never did the proper research. Kind of like how a lot of people don't realize that the organic food they're eating may not be as "organic" as they think it is since a lot of the same farms that grow organic foods also grow your run of the mill generic stuff (and a similar notion regarding brand name items vs generic brands.) This doesn't mean that all organic food is a scam, but it does mean that someone that wants to live that lifestyle should make sure they're getting what they're actually after out of the food they buy to avoid overpaying for something that doesn't even enable the lifestyle they want.