The idea was actually quite good. He didn't want to pay for adds and faking reviews would work even worse, so he played it on his terms by setting on a journey to become the lowest rated on site. He beat them in their own game.
My faith in humanity was somehow slightly restored when it was mentioned that many of the customers refused the discount. Sure some of those that came likely just wanted to see what it's all about but I suspect that some came out for support.