I think he plays the fool a bit but their videos are deceptively professional, if you compare them with many other similar videos. In this day and age, nobody is going to spend megabucks on doing studio productions for guitar reviews - look at the magazine reviews, they're just one guy sitting in front of a camcorder on a tripod, probably doing everything on his own. Anderton's have a cameraman and a sound man when they shoot their videos, and I suspect that their review videos are actually more professionally done than any others on the internet from that perspective.
It helps that they have a couple of guys who work as a great partnership to present the videos, which makes them much more entertaining, and they follow the classic comedy pairing of the comedian and the straight man. And don't forget that the sole purpose of these videos is to sell gear for Anderton's. I think that they do that exceptionally well - I've bought a lot of stuff from them in the past year or two, and I wouldn't have known about them if I hadn't stumbled across the videos.