The guy comes in with an expensive plan that might have worked 5-10 years ago but will probably waste all his money now, I think telling him the reality upfront is a great service for that person. All for free. We have nothing to gain here. Who knows who might have counseled him into doing this, maybe some out of touch so-called SEO "expert" who's just looking into testing his pet theories on his dime. That "expert" might even have told him it was "White hat SEO" because he heard that was the way to go while it is clearly not the case.