I was thinking he was talking about writing articles about his products on esatblished article sites or something and then linking them back to his product pages, creating a site from scartch and doing it does sound like a waste of time.

No, he's talking about writing fake reviews of his products on other sites and linking back to his product pages. That's a different animal.

David I had a feeling that's what you were thinking. What you're describing makes sense.