What is the scam? They offer a product, and if you follow their information and advice on building your web site, will rank you well with the search engines. I don't see the scam. There are many companies that offer this type of service. Yahoo, AOL, MSN, Amazon, etc.
The thing with Site Build is that his web sites are more catered to rank well with the search engines, which is why most of them have similar layouts as described above. Now, all you have to do is plug in the content. You can sell your widget, or market something, or just provide information. It's not really what you put on the site as much as how the search engines can easily index your site and it's content. Lots of text, minimal images, keywords placed in the menu and headers so that your site is indexed correctly. Search engines LOVE this kind of stuff.
Horrible for regular viewers, but if you modifying some things here and there to make the site easy to read for actual people instead of bots, you'll do very well. The price is fair, considering he's giving you the forumla for SEO! How much is that really worth to you? I know many SiteBuild sites that rank very well for their keywords. Some have very heavy traffic and do very well with adsense or other banner ads/affiliate options.
If your a newbie internet marketer, this is probably your safest option and investment. If your looking for an extension of your brick/mortar, or are a serious e-commercer then this might NOT be for you, due to the limitations with design (although, you can deviate from his formula - although that defeats the purpose). But for simple affiliates, internet marketers (adsense, banners ads, etc), niche content, this is ideal.
Again, where is the scam?
http://gracefulonline.com
http://gracemoneyreviews.com
PS. I do not have a SiteBuildIt site, nor am I a SiteBuildit affiliate. Never used their products, but have study it extensively to know what it's all about. A good product, for it's price. If it works for you, great. If it doesn't, that does not mean it's a scam. Like any product, do your own research, and then see if it's for you. If you have doubts, move on! There are plenty of alternatives!