Let's face it, Seth has the cult of personality working overtime for him. People will do whatever it takes to get some of the Seth magic to rub off on them. He doesn't need to suck up to anyone and this letter proves that.
The sad thing is that he's only had one hit -- the idea of permission marketing. From there on, everything he has done is vaporous Seth brand building. I once sat in on a social media webinar with Seth and all he talked about was permission marketing. I wasn't impressed. Same old stuff.