The "smart people" tag is indeed intended as a compliment to every visitor, especially to repeat visitors. It's not meant as flattery though. I think everyone with a genuine interest in personal growth is well-deserving of the label.
If someone takes offense to it, I guess they're seeing it as some kind of elitist filter that suggests they aren't worthy. The site is freely available to everyone with Internet access -- it's not like you have to take a Mensa test to gain access. The site navigation, while nothing fancy, is fairly straightforward.