Here's the thing. I don't care whether or not LL is engaged in commerce. Commercial means you're conducting commerce, which is what businesses do. I have no problem with that at all. I hope Michael makes enough money from his LL business to buy a small island in the Caribbean!
I think what he really meant when he used the phrase "completely non-commercial" was that LL doesn't sell advertising space to other companies, which is very true. But saying that LL is "completely non-commercial" is the same as saying that LL isn't a business, which is not true.
I don't think Micheal chose that phrase because he's lying, I just think he committed an honest linguistic error that, unfortunately, completely changed the meaning of what he intended to say. And I simply think he should change the wording to convey the meaning he originally intended. That's all.