Give him credit - he so unfashionable it's already cultish again. The black outfit and the pencil moustache ain't bad, gives him something unsettlying, David Lynch style.
As for the guitar: If you are in a band that changes tunings from song to song, don't have a roadie to chang/throw guitars for/at you, then a guitar like that is probably more gentle on the nerves and patience of your bandmates and audience than anything else. There is a market, just not a very large one. Hopefully the tuning also works with the volume turned down though. There is only that many times you can play the intro of A Hard Day's Night at a gig and NOT follow it up with the song.
