I recall briefly perusing their account timeline and it seemed to be a kind of positive thinking, self improvement kind of thing. 'Always look on the bright side' kind of tweets...
People gobble that shit up & pay money for it. Tell me what I want to hear for only $99 plus tax
One cannot control their thoughts any more than they can control their digestive system or circulatory system, etc. The best one can do is distance themselves from thought patterns, to minimize one's reaction to them.