You missed the most important part: the site provides something for free.

There's no "if you want to keep learning check my book/course". It's not a funnel entrance, it's not adversarial to you as a reader.

I really really miss being able to enjoy content keeping my guard down, not wondering what is a scam, astroturfing, political propaganda...

I would totally buy his book, even if it was only an offline copy of his site.