Mystery Guitar Man

Now I was introduced to the Mystery Guitar Man by my son, not in person you understand but by way of YouTube
I have seen most of his videos now and regularly go back to his channel to watch his latest exploits.  The thing that gets me is that apart from being able to play the guitar (yes he really can play ?), is that he markets his product so well.  With 2 million views on this one below, his others regularly get around 800,000 + views he must be doing something right!