I studied him for a while before my game launched. I wanted him to play it, and I was able to organize a campaign that was successful in doing that. Ever sense then I've loosely followed him with an anthropological curiosity: how can someone get so famous and so successful on an ever-evolving medium (YouTube) and stay relevant? And he's managed to do that for years without any sort of marketing team or branding coaches. It's quite an amazing thing.