It's the "Here is how it works" section of the ad. The wording is very close to the standard "enter your personal details on a shady website to get free stuff" scam. I think that's also the reason so many commenters seemed to believe he was offering something for free.

I'm not a marketer, but it would probably have helped to have the phrase "you pay us" or similar in there somewhere, even without mentioning the price.