Anybody who is doing well enough to be extremely profitable at their one-person company wouldn't waste time trying to sell $19 guides on how to run a one person company.
I understand where you're coming from, and have my own skepticism (two store fronts?), but think your take is a bit too cynical for my taste after reading the post. I like how Author reduces the concepts to "primitives" and there might be some people looking to learn more on how to apply them.
I'm not the target buying audience but am interested in novel ways to run a 1-person company and am glad to have viewed.