I subscribed there (a) because I've read his free newsletter (Reality Check) for a while and really enjoy it, and (b) he was raising his price at the end of the month.
I think it's more than just investing in what everyone else isn't. It's also about 180 degree thinking on career, lifestyle, etc. It's getting away from the MSM and finding unconventional sources of information. Not just kooks, but people who are successful doing something that is the opposite of what one typically hears.