>Substance is overwhelmingly like a self-improvement article
Because many believe that if they just work or behave like a genius or successful entrepreneur they will be one as well. It's the mental equivalent of a trendy diet. It's not that there's not some interesting habits in the article, but people will focus on the easy bits and start riding unicycles, not reading their emails and leaving checks uncashed.
Like diets, people want to hear things like: Eat a lemon with every meal and only poop on Thursdays. Allowing yourself to be mentored is hard, if it doesn't come natural to you. Being patient and keep working on problem for years on end is equally hard. It's not bad advise, it's just really hard to implement.
Substance is overwhelmingly like a self-improvement article, cherrypicking details to support whatever point the author stands to posit.