Actually, John Chow really isn't evil, but he is a genius at working the system. This particular gambit is all about increasing his search engine presence for the keywords: 'make money online'. Is it working? Obviously. Google for 'make money online' and you'll see that John Chow dot Com is #2 on the list.
Otherwise, John Chow dot Com is all about the dos and don'ts of making money online. Even a webmaster not focused on making money can learn a lot about bringing traffic to his site by reading John Chow's posts. And as if that's not enough, he's Canadian and crazy things happen to him!