He is most definitely trying to sell you parts. Just not aero parts, and this whole article is partially marketing to tell you a bunch of the aero parts don't

He is most definitely trying to sell you parts. Just not aero parts, and this whole article is partially marketing to tell you a bunch of the aero parts don't really matter, so you should buy his parts instead, and use his tires, etc, etc.. And he of course conveniently ignores all this stuff makes about 1/10th the difference rider fitness makes. He is a very fit/accomplished racer, at least he controls that variable, he does most of the test riding himself.