Nice site and lucky that he has so much support from manufacturers. There's a stark contrast between the US attitude to promotion and the UK here too. Clearly in the US, manufacturers identify someone who is an opinion leader and support them as best they can. Over in the UK I get the impression similar people aren't taken seriously...yet.
For example, Shep, one of our mods is probably an equivalent to Juan. I don't see effects pedal manufacturers this side of the pond flocking to him so he can review their products.
Another example - Tombowlus, manufacturers were throwing gear at him, at one point. Don't recall the same happening over here with some of our collectors.