How does this guy manage to overwhelm Google?

I clicked on this ad for a weight loss system called Fat Burning Furnace created by Rob Poulos. I know the thing is BS, because the video for the ad went on forever without saying anything. After 10 minutes, I stopped listening. I was curious to find some objective reviews. No matter what type of search I did, all I saw were essentially ads for the product. I thought it was clever that a lot of them included the word scam (as in this is no scam). How is it possible to do such a good job of hijacking Google? Eventually, I checked out Poulos’s book on Amazon, where there was a single one star review.