does mentioning his DVD in every post constitute marketing genius? 
No.
Its worth a hill of beans.
he should try some direct response marketing, build a huge list of pre-qualified, Interested, non-bb/regular person leads, and start a direct mail campaign selling his 'system' in a kit.
he'd make millions, but bb's, in general, are to into themslves.
they don't understand "WIIFM"= 'What's In It For Me'
They tell clients all about themsleves...titles they won, howe they look, etc....
while the client wants none of that....ahhh, you know what I mean