CDOD: What's The Real Issue Here?

Had an email exchange with a fitness/weight loss coach who was receptive to the idea of auctions at first (I started by sending him the 7-minute auction explainer video, which got him interested enough to send me details about his list/offer and book a call).

But overnight he pulled a total 180, canceled the call and sent me the attached screenshot below. Bummer.

My understanding is that auctions are something you can run regularly (I was thinking once a month, not sure how frequently you all might be running them). I'm also not sure what he means by diluting his brand - tried following up and asking exactly what he meant by that but no response so far.

For context: He has 11k LinkedIn followers and an active email list of 10k with 50% open rates.

Offer is $500 up front + $100/wk ongoing, typicall length seems to be 6 months.

Would love some insights as to what the real issues are here and how you might respond to this. Thanks!

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