I think the point is that there's no magic when it comes to your tone. As he states in the video, he's a teacher and wants to encourage students to buy less and practise more; one of the most important lessons you can learn (as I see it) is that you can only make marginal gains when you replace some of the links in your chain. Obviously some will have a bigger effect than others, but in this example he shows that you can upgrade your cables, pickups, loom etc etc and it won't have as much effect as changing your cabinet.