Does the ounfer of Ikon have a discernable direction?

OK I could vaguely understand it when this entrepreneur bought old Toyotas and updated these 4 x 4s underneath so they looked old but were totally modern. I read a big story about him and the way he started was Toyota had him create a couple of new-old show trucks and other people wanted them,,,so he met demand by refurbishing old Land Cruisers. But I saw a redcnt ad and now he's got something that looks like a ratty '53 Chevy pickup and in that interview he says he's starting a "derelict" line where the car will be rusty and look like it's on the way to the scrapyard but underneath will be state of the art. Who is going to buy a car like this? What guy could reason with is wife with a line like "I know it looks like poop, honey, but it'll do 140 mph and corner at 1 g and has 11 speakers and.."

Either this guy is a genius for discovering a market niche no one knew existed or,,,