Yep it's just his way of getting attention and it's abrasive!
Don't know if you 've read any of the blogs about it, but Rich Jerk started using Adwords ads targeting most of the big names in the industry. Ads that said things like Vinny Lingham Scks. Really in bad taste. Vinny blogged about it and many in the industry jumped in. They say any PR is good PR, well it sure got the blogoshere taking about him so I guess it worked in an underhanded abrasive way.
He's a jerk.
Don't know if his stuff is any good, but I think it would take people with a special type of personality to be able to buy it and read it.