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.