Years ago I had dubbed this (or something very similar) the "Tim Ferriss" effect.http://vitals.lifehacker.com/butter-in-your-coffee-and-other-cons-stories-from-a-fi-1724843201
Don't get me wrong, I own (and enjoyed) the 4 hour workweek...and then to a lesser extent the 4 hr Chef, but by the time 4 hr body came along, it was all marketing with just enough "science-y sound" to sell (I don't own 4hr body).
Around the same time I found the same to be true for Ramit Sethi. I own and highly recommend "I Will Teach You To Be Rich" to anyone graduating high school, college, or just someone who needs good starting financial advice. After that though, he started going down the same path of marketing absurdly expensive programs with a limited time and "are you worth it to be in my program?"
Sadly, I've seen some other people I follow from the bay area head down the same path. Excellent in their field, then slowly moving into just marketing over substance.
Back to the fitness side of things...thank goodness for resources like +Examine.com
where I have purchased several of their products.