For a sensational effect. I actually emailed him (he included his email address in the back of the book) and called him out on some of them. He replied and said he would need to "double check his notes" to see if he had misunderstood something. Way overrated book, filled with all kinds of hyperbole and feel good philosophies that sound great presented in the ballroom of the Aria or Bellagio, but when applied in practice don't amount to much. At some point, you need to apply some elbow grease and get to work.