To be fair he’s allowed to show what he’s made even if he doesn’t tell you how to make it yet. Some chefs don’t divulge everything. In order to get a product which he seems confident will do well he has to share it with people without giving away what it is without having it invested in already. It’s like a kickstarter or anything related like that. You have to make sure the cookbooks good before you sell it. Maybe the way it was presented wasn’t the best? Seems fine to me but then again I can understand him wanting to share what he’s working on without giving away the nitty gritty details. All products that become sold do this. Advertising is a thing, it peaks interests. I mean, if I was really good at cooking and could do cookbooks and different sorts and peak interests of others and show people a healthy way of cooking then I sure would. You have to have consumers to sell a product. It has to be known about before the product sells, it has to be advertised so people know “hey this item is going to be a thing”. It’s done with movies, video games, books, clothes, food, and all sorts. Some of them things we literally know about for years before they even are close to become a consumer product! Do you get angry seeing a sequel or a trailer for a movie that won’t be out for months and months? It’s kinda just how it works!