I don't think they're guru-esque at all. Everything you really need to know is accessed for free through the forum and the podcasts, and they just happen to sell two books if you're so inclined. The same info in the books can be found on the forum, it's just in a condensed and easier to read format in the book. For instance, if you are really interested in Flipping you could certainly go through all of J Scott's posts and all the forum activity on the topic and get the same info, totally for free.
But if you want to read a condensed version without all of the intermediate side questions and "wow, thanks for posting" of the forum and just cut to the chase, you can buy the book and just get straight to the commentary free info. Getting J to write a book, editing, and publishing all cost money and this is a business after all. Hosting, web design, and paying his employees cost money too, so I personally don't object to paying a bit more to access some of the premium content. Poke around a bit more to see how much is on the site and listen to each of the podcasts and then tell me you don't agree that even with the cost of a pro membership, the info here is worth it and then some.