It's a gold mine, and Algore is working it.
What matters is finding people who want to believe in something, and selling them what they want to believe in.
"The world is going to end, and YOU - yes YOU PERSONALLY - can save it! Just buy my stuff, along with these squiggly little light bulbs, and drive a Prius!".
Pretty strong message for the weak, especially those who desperately want to be a part of something bigger, anyway. What's bigger than saving the entire world? And, who wouldn't want to proselytize to the ignorant (conservative) masses, who are just too uninformed and stubborn to see things the same way?
He's selling religious dogma, and he's very good at it. Good enough to be worth nine figures or so, if Tipper didn't get a big chunk in the divorce.