I think the op made a really good point. I have nothing against Mr Lemonis but he does not represent "us". He is a very successful professional businessman who has created an empire out of affinity and now moved on into other arenas. While this is great it does not speak to "us". From a marketing perspective it is a really good suggestion to personify the people that work within the empire. The folks we may deal with on a day to day and the ones we would most likely relate to. To bring this into real world I had a friend that was just getting into RVing. I pointed them to rv.net and on the home page is the pic of Mr Lemonis. My friends first statement was "who's the suit?"