I think he became wealthy because his wares (particularly the original Hydroxycut, Anotesten, Nortesten, Cell-Tech and Meso-Tech) from the mid/late 90s and early 2000s actually worked. I used them firsthand and can testify to that.
And I can testify that Paul used MY office and MY computer (after hours, because Bob gave him his OK to do so) at MuscleMag to write all those initial ads ... and that he purposely got fat (and stopped the gas) for his first print ads and then immediately got back to lifting and using for the "afters". And that there was NO product of ANY kind when all those ads first appeared and when the gossip pieces about amazing mystery supplements from some hush-hush Canadian research company were being developed.
And that Paul had the name, labels and ad copy completed and up and running
long before he had even settled on which of the primary ingredient suppliers he was gonna use to fill the tubs (which had already been secured, as well).
And that all he cared about was becoming wealthy and would endlessly laugh during lunch about how he was going to jip all the losers out of their money with his junk, using EAS and Bill Phillips as his template for marketing.
How I'd watch him stuff cotton into his cheeks, push out his gut and spray water mist onto himself for his photo shoots to look all depressed and shitty.
How there was not one bit of truth to MuscleTech being REMOTELY a legit company until well AFTER Paul began to pull in the bucks from all the ignorant fools who were salivating to get in on this new wonder supplement.