Come now pecs - the general public doesn't want to look like an IFBB pro. Look you couldn't advertise something that is supposed to be for everyone and have someone looking like Ronnie Coleman doing his 800 "solid ass pounds" of weight on the squat with a nose bleed. Most people would get indimidated just by the mere site of that - that's like teaching a special ed class with Steven Hawkins.
I agree, he's marketing to the general public, and what he thinks is attainable by most people. But my problem is most customers would buy these tapes and never really achieve what he's marketting for, and they would ended up with nothing. they would wish fitness was as simple as advertised