I think it's hard to tell who is and who is not coming from a good place, and who has and does not have an effective strategy, based solely on how they market their services. There is a culture surrounding self-improvement, and people adapt their products to that culture.
I would be very wary of drawing a sharp distinction between 'organic' and 'artificial' self-improvement. I know what you're trying to get at, but to be very frank, disease is a perfectly organic process. Every person on this site has arrived here organically by doing what 'felt right' for them. If your only criteria is whether or not a change feels natural and comfortable, you may be feeding your dysfunctional thinking and behaviors, not outgrowing them.
If you "know" that people "don't like you" because you "have X or Y trait", you can justify avoiding anyone. That seems perfectly logical to the person who believes it, but it's based on at least 3 kinds of irrational thinking. You can always come up with a rational justification to act in unhealthy ways, and it's exactly that kind of thinking that feels organic from the inside. I would argue that, if you want to make a significant change, it's going to feel artificial. It will feel artificial because it's drastically different from the way you currently behave. But that doesn't mean that it's wrong.
For example, most people base their self-worth on how other people treat them. They wait for other people to start treating them well before they allow themselves to feel any sense of self-worth. Not only does this feel 'organic', but it's the way most people are taught to think about their worth. And it's completely wrong.
Your self-worth has a tremendous impact on your behaviors, and its those behaviors that other people respond to. If you have poor self-worth, you will act in ways that lead other people to treat you poorly. And then you use this poor treatment to justify your feeling of low self-worth. Most people try to improve their self-worth by changing particular traits; they believe that, by acquiring these new traits, people will begin to treat them well. And then, once that good treatment starts rolling in, they will start to feel good about themselves. This strategy is almost certainly doomed to fail, because as long as they feel poorly about themselves, despite whatever changes they are making, they will continue to act in ways that other people associate with low worth.
In order to correct poor self-worth, you cannot wait for other people to start treating you well. You have to make a decision that you have as much worth as anyone else, despite all the indications to the contrary. It's only after you make this decision that your behaviors change. And when your behaviors change, other people respond to those new behaviors and reflect back to you your changed sense of self-worth. This decision -- "I have as much worth as anyone else" -- is completely artificial, runs contrary to all the evidence you have accumulated, and will continue to conflict with evidence you are currently acquiring until the changed self-worth finally takes hold in changed behaviors.
The above strategy certainly feels like you're "deluding yourself", but it's the only effective way to correct the problem. If you smoke, the only way to correct the problems associated with smoking is by quitting; eating better, getting more exercise, and getting more sleep are not sufficient alternatives, even though they all feel a lot more natural and 'organic' than quitting.
And no, I do not dislike the idea of self-improvement. I'm a self-improvement junkie. But I understand the distaste for the marketing. A lot of it is awful. And a lot of the advice is awful, too. I'm sure my advice seems awful to most people because a lot of it is counter-intuitive.
I love Society. It is entirely composed now of beautiful idiots and brilliant lunatics. Just what Society should be.