Almost every other knife maker has a much more subdued presence on the web and in real life.
I think you may have just answered your own question. There are alot of knifemakers out there and I'm sure it's not easy to stay top of mind. If Snody wants to take a forward looking marketing approach to get awareness with the next generation of knife buyers then good on him, even if it is initially perplexing to us baby boomers. The important thing is does the man work his butt off and back up the marketing with a quality product? I think the answer to both of those questions is definitely "yes". And as blingy as the marketing effort is, I'll bet he spends alot of time working on it. As a marketing guy I can attest that this involves a lot more effort than it does fun.