Ryan Holiday wrote Trust Me I'm Lying because he felt he had a real insight into the shitpile that had become the modern internet/traditional press PR cycle. Having done so, however, he had no clients and no money. Enter Tim Ferriss, who taught Ryan Holiday that there's money to be made in teaching young men to suck their own cocks.
So Ryan Holiday has made a little money with the whole daily stoic bullshit but chances are good he realized he didn't want to just be another weenie self-help guru. Back to his old stomping grounds.
I had pretty much made up my mind not to read this book because I've watched Holiday turn from "interesting" to "tedious" to "insufferable" over the space of three books. I might give him another shot, though. At least he's not writing about fucking McStoicism.