Internet condescension wearing an altruism skin suit

 I came across the following video on YouTube: TikToker Helps Army Vet Become Best-Selling Author Overnight. In case the hyperlink ever goes dead, let me summarize the story. An Army vet who was laid off from his software engineering job tried his hand at self-publishing a book. With no real method of promoting the book, he decided to set up a table at a local Kroger and sell the books himself. So far, so good. I like this story, but it then takes a turn for the worse. 

The man's neighbor, a TikToker, spots him sitting at the supermarket sitting behind the table and selling very few books. The TikToker decides his neighbor looks dejected and makes a TikTok about him, as TikTokers are wont to do. The TikTok goes "Viral!" (enthusiasm the internet's) and people begin buying up the vet's book. So, what's my problem with this story? Not that this vet is making money off his book, but rather because of the reason people are buying the book. Is the book any good? Nobody knows. They just know he looked sad on TikTok. They're buying the book out of pity, and I can't see that as anything but extremely condescending. If our hero the vet is happy with the situation, good for him, I suppose. Imagining myself in his shoes, I can't help but think I'd be incredibly insulted in such a situation. 

I'd probably still like the money, though.