I'm not condoning his actions by any means, but by most accounts Willms is an exceptional marketer. I say this as someone who has spent the better part of the previous decade in the affiliate industry, and although I've never personally interacted with Jesse I do know several people that have. That said, I've never heard of anyone in the affiliate game refer to Jesse as a "legend" as this author proclaims, but he is respected for his creative advertising techniques. Simply put, his relentless pursuit in optimizing his marketing message is often what made his products convert visitors into customers at a much higher rate than any of his equally-shady competitors.