What I think is he started the site, put up all the content, did get much traction.
Need to make something happen for the audience so buy some links. Maybe a shitload LoL.
Site ranks, guru remains guru, if site tanks it must be those evil bullies on the internet.
In the meantime market your results as fast as possible.
Or (most likely)
Start 3 to 5 sites in different niches, repeat process from above.
Reveal the first one to make 1k in a month.
His expenses would've been enough for this.