When I first followed the link, I thought "RIPOFF", and started formulating a scathing email in my head. But? You all are right. The amount of time many spend at ECF learning can be immense. Just because somebody can find ECF doesn't mean they are forum-fluent, and ECF is huge. Many are too busy to invest the time, and honestly $20 could easily be worth it if he's giving more advice than "Get an Ego".
I am still excited about vaping 10 months later. I have purchased 12 PVs good enough for someone to quit smoking, and resold them to family/friends for basically no profit. I spent time with with each of them demonstrating filling, charging, all the basics. About half of them have quite smoking completely, and are quite happy. The other half mumble about "Oh, I still use it some", when I know they are on their first carto a month later.
Three of the ones that quit specifically brought up mentoring to me, saying I should do it. I was surprised, in my mind, aside from all the one-on-one (they are my friends and family, I don't mind), I'd have to get a rent-a-room for the public, and charge something. I wasn't trying to make money, i was just trying to help family and friends.
People with busy lives/school/work/kids/whatever may not be able to make the time investment that it takes to learn it on your own at ECF. Many enjoy the new hobby, all are happy to quit smoking.