He meant selling just the box.
It really is brilliant. I'm not sure how well it would work now, with all the publicity about it, but it really is a good idea. You know how a con artist may claim that his victims are just "giving" the money to him? Well, this is a situation where the "victim" really IS just giving you money. You're not doing anything wrong. You make it VERY clear that it's JUST a box, but people buy it anyway. It's like taking advantage of people, but not. They're just so dumb that they give you their money out of free will. No tricks, no gimmicks, no clever wording. Just a box and a dumb kid with his parents credit card. Or a really, really stupid adult. Either way it would be a lesson they wouldn't forget...
Bassoon, n. A brazen instrument into which a fool blows out his brains.