Non-counting books

It amazes me how many blackjack books are out there on winning methods for the non-counter. Do any of you think these authors actually believe their own advice or do you think they just want to make money selling a book? I have read many of these and some of the authors sound like they have convinced themselves. To the contrary an author of one I read over the weekend actually made a statement that he is not a blackjack expert. At least he was honest.

Happy counting,
kRis