Exactly which group of shoppers does he appeal anything to? He's just a guy that kicks ass at Quake 4. It doesn't mean he knows anything at all about hardware. In fact, spending all that time "honing" his Quake 4 skills probably means he knows little else. Heh.
He is definitely good at Q4 though. There's no denying that. He practices for hours and hours each day at it. Kinda depressing, if you ask me.
Frankly, I avoid hardware that has gaudy crap like gamer tags, giant monster fantasy women, dragon stickers, etc attached.