Bill doesn't sell loudspeakers, he sells plans for loudspeakers. Build quality is up to the people building the cabinets. They can make Brazilian Rosewood cabinets and put JBL Pro or Eminence Magnum woofers inside if they want.Bill's plans are illustrated and detailed. They are good quality plans. Bill is also a sponsor here, paying to support the website and helping to make it possible for us to have this discussion. He gives of his money and time to host his forum here, and to provide support to people building speakers using his plans.
I wouldn't call that "cheap." What I think is cheap, is manufacturers of audio products that pop into discussion websites like these for free plugs or to bash their competitors. If an audio kit manufacturer or DIY company doesn't host a support forum, that's cheap. If manufacturers or dealers go into open discussion sites just to plug their products, that's cheap. And if they send in sockpuppets to attack competitors, that's not only cheap but also low. I see a lot of bottom feeders like that popping into various audio discussion forums.