Maybe fraud is not the right characterization. Hypocrite is probably better. He became the very thing (a celebrity chef/culinary brand) that he came up trashing.
As a young restaurant worker I loved Kitchen Confidential because it (and Bourdain) were true to the actual world that I (and 99% of the hospitality industry) knew. Bourdain spoke the truth, mocking the Giadas, the Rachael Ray's, Mario Batalli spatulas etc. Then 5-10 years later the guy is a guest on America's next food network star, he's endorsing Ziploc bags and cashing in on 4 shows on cable. I don't blame him for making that cash. I would in a heartbeat. Just accusing him of being either a hypocrite or inauthentic at some point.
Kitch Confidential is a good read tho.
Patrick Bateman sends his regards...Fo sho fo sho. Difference is, none of us will have made our start by trashing those who did take the cash grab before us. Thou can't call those who grabbed the cash before you frauds and then escape your own label when you eventually do the same.