It pays to read to the end of the article. Dude was obviously running a scam.
It pays to know a bit about the topic. Klein created, marketed, and wholly owned Jelly Belly until it was essentially stolen from him by the manufacturer, who filed trademark paperwork unbeknownst to him. He is a bit eccentric, and not particularly wealthy, so an ad how lottery is about what one could expect. It is quite a stretch to label it a scam, and frankly, a bit demeaning.