As consumers, we need to be constantly vigilant for diet gurus, who would exploit our obsession with physical appearance to promote their own agendas. He should heed his own advice. I don't see how what he is doing is any different from the "profit-driven gurus". If this article is not from the PRCM it's most certainly from someone who share the same beliefs.

Disclaimer : I have nothing against vegetarianism, but I don't appreciate the inherent dishonesty in trying use health concerns to push their own agendas. If you don't believe it's right to eat meat, say so. It's your personal belief and I can respect that. Trying to pretend the diet that allowed humankind to climb up the evolutionary ladder is unhealthy is misguided at best, delusional at worst.