An interesting thing about this dynamic, and how this type of poster/advertiser works, is that they don't care whether one person accuses them of profit motive.
What they're aiming for are the lurkers, the people who read the poster's response (usually one of hurt feelings and defensiveness) and identify in some way with the poster, and feel that whoever called him/her/it on it was unfair, and that people should be treated as innocent until proven guilty. Those are the people who might drop by the website....I mean, unlikely in this instance, since UK calorie counters are useless to most of us, but it's just interesting to observe how this works, how it preys on people.
Another thing, completely off the point, is these people are out of their freaking minds if they think this is worth paying for. I mean, if you want to buy some software from Calorie King or Fitday or whatnot, because you don't mind spending the money and they give you the professionally designed software to sit on your desktop, fine, but there are plenty of places on the web that tell you how many calories you should eat, and how many calories are in everything from eight ounces of Kale to a Quarter Pounder, and it isn't necessary to buy anything if you don't want to. Although sometimes spending a little money is a motivating thing in itself.
For some reason, this whole thing really gets my goat. If I had a goat.