In my oppinion eBooks ARE for newbies Gooner. What you or I take for granted as common knowledge was acquired after having spent years marketing online.
Regarding that vendors sales page, remember he is an American Author and yes the sales style reflects that. Americans are NOT subtle. That’s one of the challenges US affiliates and publishers face when approaching the European or Asian markets, we need to learn to tone things down and take a less “Used Car Salesman” approach when writing ad copy.