It's more important to look at what he concretely does.
What he does seems to be relatively simple: marketing an idea which he calls "Purpose" or, more precisely, "the 5 purposes" which he says are delineated in Scripture.
There is the best-selling book, but there is also a best-selling training program that trains local pastors to become evangelists of the "Purpose" suite of goods and services.
A pastor who is well-trained in "Purpose" will be an effective salesman for "Purpose" to his congregation.
The congregation, properly instructed in "Purpose" will then remit congregation resources to Warren's "Purpose"-related charities.
It's simple, practical and self-funding once it is up and running.
All marketers like positive advertising, and deplore negative advertising.
One of the most effective forms of advertising is word of mouth advertising.
If someone who has not agreed with the "Purpose" training leaves their congregation and heads to a congregation that has not received "purpose" training, what you have is an individual who will be a strong source of negative advertising to a large group of potential "Purpose" customers.
Warren has pointed out time and again that "Purpose" deliberately utilizes tried-and-true marketing methods. The best way, marketing-wise, to stop negative advertising against your product is to engage in preemptive negative advertising - if one can sow a negative opinion of a product's detractor before he even opens his mouth to speak negatively about your product, then you've gone a long way to winning the marketing battle.
Warren is a pretty good marketer and he knows the tactics of the discipline.
Certainly plausible.
Don't see good horse sense as automatically unBiblical, however.