Just like talk shows
You know that every "guest" who appears is pushing some agenda. They've got a book out, they are starring in a new TV series, they are trying to get back after a scandal/child/dry period, or have a new business venture they NEED to tell everybody about. We're prepared to put up with the endless and thinly veiled promotions provided they entertain us.
Maybe a better question to ask about the Puffington would be: who's willing to pay to READ it?