I think that a $1 million loss would be kind of an empty success story. This doesn't seem all that much different from Rich Shapero, who plastered the country with free copies of Wild Animus last year and then claimed he had best-seller stats. Well, yes, maybe--if someone had actually bought the copies.
At least this book is still selling. It might become a success, but if it doesn't make money, does it really matter how many books are sold? It's not like people are going to buy the guy's next book unless he attaches another big payoff teaser to it.