To clarify about the science-based point, I tried to put in links to research papers, but unfortunately the editors cut most of them out. I was able to link to one peer-reviewed book, but the rest of the links had to be to other articles that contained research, such as this one from Intentional Insights itself.

Yup, very much agreed on the point of the site smelling like snake oil, and this enabling highly targeted cognitive altruism.