He's trolling the people he usually caters too.
He can't quite do it with a straight face, as evidenced by the "Not so fast" section where he tries to compare people with actual diseases to those who just take vitamins because they hope it will do something for them. But he is really sparking outrage amongst the pseudo-scientists he usually caters to.
The comments are just beautiful.
"I eat fast food because it's cheaper than cooking. Vegetables cost soooo much."
"I don't believe this 450,000 person meta analysis."
"Sure, most vitamins are useless. But the ones I use are really great!"
If I were in the mood to wake up tomorrow to 100 replies I would be all over this thread. Instead I am (mostly) just lurking and enjoying.