He's trying to convince himself after falling prey to their money game. Denial, justification, rationalization.....
It's hard to accept the reality that you may have pissed off your money and took the bait hook, line, and sinker. He's Advanced Shysters perfect target/dream, a sucker bet which their marketing department guns for. Tell him he needs some super duper product with "amino acids, enzymes, hormones and vitamins" and he'll go out and buy it.
It's sad really and folks like us who are trying to "beat" some sense into him and his kind are scorned rather than thanked.