It was said on this forum that at the beginning Matt hired a bunch of top coaches at the same time to get the basic templates for himself. Basicall in a dishonest way.
It's been like this for a long time. Look at the coaches/coaching groups forming around Victor Black, ripping him off verbatim lol. Victor says there's nothing unknown in bodybuilding, what we now know we've known for 30 years. Jewett's University package costs like 2K? but Victor says you can have 100% of it from him for 50 bucks.
Some say this or that coach is great but others like Lee Priest said Hany was a dumbass, supposedly seeing drug effects in Lee but Lee hadn't even taken the drugs. I think Hany is the number 1 ranked coach right now, no?
Palumbo said all a coach can do is start off a client with a generic template. He delegated the coaching/emailing to others. And the baseline diet basically applied to everyone almost regardless of body weight even.
So I don't know, coaching is serving some purpose but at the same time it's kinda ridiculous too.