I take it as being (1) he wants to make another camino video, he's running out of caminos so needs an interesting new twist, and (2) this is a trial run for a potential new commercial venture, in that order.
I don't know where this falls as far as insurance is concerned. Is it a tour or just a group of people walking together for a video? I guess those who get involved should ask those questions.
Efren's walks are not only related to caminos; I have recently watched videos on his newest hikes. I've seen his walk in South America; the Annapurna base camp hike, and now I'm watching his newest on the Mont Saint Blanc tour; his next adventure is walking a famous pilgrimage in Japan. I don't think he is running out of ideas; I just think he is looking at ways to increase his livelihood and why not?...others do, even here.
I doubt he is purposely trying to mislead. It was mentioned renting a car, so I'm sure it would seem that his plan must be to take a very small group; hardly a conga line.
...but possibly a driving tour?
Rick Steve's, after years of some success with his European travel videos began offering bus tours, and I don't think he was personally leading most of them himself.
@Anniesantiago and Joe have taken numerous small groups on the Camino. She has talked about the issue of purchasing group insurance and would be a good one to weigh in on the potential pitfalls.
Edited to correct typos.