To me, Goop is just a celebrity exploiting the fact that she’s a celebrity to take a big slice of the wellness market. Her products and prices don’t differ wildly from the kind of bs that’s been out there forever, Goop just does the whole lifestyle blog brand thing, complete with a Celebutante to give it some perverted kind of “legitimacy.” Goop’s innovation is to play into the ridiculousness of it all, correctly reading that you can easily manufacture drama, which increases visibility, and boosts sales. Even if some products only exist as ironic novelty items, they still trigger sensible people who look at it and say “You see?! I told you this whole way of thinking was full of shit!” (Tweet, blog, blog, tweet, facebook rant)
Unfortunately, in these times of distrust of each other, most of us cling to our identity groups, and are not so easily persuaded to give them up. Thus any publicity is good, because a certain segment of the population only needs to hear the words to open their wallets, and everyone else, well I just they just aren’t worth you letting them demanifest your true self’s best life.