I didn't interpret it as physical harm when I first read it. I interpreted the "personal" as being a result of financial ramifications of site ownership and a result of some sort of boycott or similar. Although I would not participate in, advocate or encourage that, in fact I'd discourage it, I view that as his right to do.
If it is harm outside the site, that is on a personal level, then I'm not sure you'd ask what I thought. Who could support that?
Being honest, I read it as site related harm, which again I don't support, and I thought his explanation was pretty clear. He was saying hit him in the pocketbook which I find to be folly at best and vindictive at worst. I honestly can't see how you saw it as anything else and to me it looks like you were trying to twist his words and make something I found silly look like something sinister. Just being honest.