Either way, he is getting a lot of publicity... Whether, you, I, or anyone here likes it, his company is going to get business... its all over the interwebz, and the typical guy buying these cars, and then paying a company a fat check to modify them; often dont know a whole lot other than what they hear, and what they are hearing is about a shop with a 2000hp car, that does look quite BA (aside from the silly exhaust).
And even if he doesnt hit 2000whp, its not like he is going to advertise that, and if it does get out, even bad publicity is still publicity...