It's a pretty good marketing technique, I think. Give people a ton of information for free, then try to sell them something. Many will buy out of a sense of gratitude for the free info, to support the authors, and on the off chance that there is some deeper secret to be had. Many people are silly with their money. I might just make a website devoted to the instruction of trolling, then offer an e-book for $30 that's filled with my bad poetry or something.
Also, I think Whole9 refers to "the whole nine yards," that is, "give it your all."
You lousy kids! Get off my savannah!