As I stated in a previous thread on the subject, I think the guys a moron. But sadly, the internet celebrates morons and turns them into celebrities, sometimes wealthy celebrities. This world is a strange and confounding place sometimes.
On the bright side, if there are other morons out there that are stupid enough to believe the guy when he breaks a knife and declares it to be crap, and they refuse to buy those knives, that means more knives available for smart people to buy.
As far as the Lynn Thompson/Cold Steel Proof videos, although I think that some of the "activities" are laughable, their videos do contain actual valuable information regarding things like lock-strength. Like for example- I know from a few of their Ti-Lite 6 videos that the liner lock on a Ti-Lite 6 can withstand between 135 and 150 pounds of pressure.
As much as I love folding stilettos I resisted purchasing a Ti-Lite because I was only into the "traditional" Italian-style stilettos. But it was a Proof video of a Ti-Lite that someone had posted on Bladeforums that convinced me to finally buy one. I was thoroughly impressed by what I saw in that video, and as a direct result of that video the Ti-Lite 6 became not only my all-time favorite stiletto, but also my all-time favorite knife. Today some of my customized Ti-Lite 6's are among my most prized possessions. And I could say that I owe it all to that Proof video. Thank you Lynn Thompson and Phil Boguszewski.
A very big difference between the Cold Steel Proof videos, and that horses-ass Joe X, is that Lynn Thompson wanted to show how strong his knives were, whereas Joe X is clearly interested only in destroying a knife, by any means possible, so that he can then declare it to be a piece of crap.