They are hoping that after reading that guide you will sign up for SiteBuildIt, which is really just an expensive way to build one website. They have a lot of coaching and really cater towards n00bs with a lot of tools, forums, etc...
I actually signed up for it a few years ago when I was just starting out and didn't know better. After I found WickedFire and some other sites, I realized that all that information could be obtained for free (and hosting, etc... is way cheaper to do on your own). That was when I canceled and got my money back.