ver Cuevana 3. The self-help industry is worth $11 billion a year. It’s an industry that captivates those seeking happiness, release from suffering and those longing for a path and a leader to follow. James Arthur Ray for many who followed him was that leader to guide his flock. But as the story unfolds, as told by Ray himself and also by his followers, we learn that that path was fraught with danger and perhaps even greater suffering.