I have to hand it to him, he's running quite the scheme over there. He spams the shit out of the page with ads, which are there to monetize the content... but the content is all monetized too. Best of all, he does this with an audience that is supposed to be more aware of blatant traffic monetization schemes and ad-blind than anyone else. Yet people still eat it up, he generates a shit load of ad revenue, and gains more readers every day.
Pretty much the ideal situation from an internet marketing perspective.
I think the "Gurus" are some of the top earners not because they're the best in the field, but because there's more money in playing the Guru role itself. Blogs, eBooks, seminars, e-courses, membership sites, newsletters, etc. Easy to sell when people think you have all the secrets, with ridiculous profit margins.