Thing is if he writes protein shakes are just food, a lot of people will probably dismiss the article as the marketing/broscience have made everyone think they are a magic potion for bodybuilders.
The whole lift for a better body vs cardio is a hard one to displace as well.
I suppose its getting people to understand that it's a lifestyle adoption/change and not a fad, as its a slow and steady journey.
I suppose we're into the realms of what people want to believe about fitness and what is actually the case, and how kai wants to come across in this instance: part of the existing BS machinery? Or somebody with an alternative view that - strangely enough - works.