Sure, it's a reality tv show, and therefor stoked for conflict and drama and WooHooHoo.
Yeah, he's a millionaire chef/entertainer looking to create successful product.
But dude is also genuinely a driving force behind publicizing and educating the utter f*ckstorm that is our food supply. He's all up in people's faces, his crazy warped faux-hawk morphing in all directions, calling all the women "sweetheart" and all the men "brother", and challenging them again and again and again to see that the food they consider normal and healthy is actually poisoned and making friends, neighbors, family sick and die early, painful, undignified deaths.
Some of my favorite bits:
He goes head to head with the school district's director of nutrition, refusing to back down when they keep allowing their elementary school kids (such tiny, trusting little five and six year olds) to have access to strawberry and chocolate milk by saying that it's the kids' choice if they prefer it over white milk. He keeps saying over and over "these flavored milks have more sugar in them than soda pop", and it's all you can do not to scream victory when the milk company comes and removes every single last falvored milk from the school.
He squares off with a sadistic lunch lady over dozens of things - but my favorite is when she gets up in his grill and snarls: I have a problem with you touching the food with your bare hands. And he retorts: well, I have a problem with you touching the food with those plastic gloves.