Sykes is a very smart guy and brilliant marketer. The "pompous, arrogant jewbag" persona is all intentional and calculated. The flaunting of wealth and egotism - it's what his audience is attracted to. He's become a millionaire many times over from just running a membership website, most people here could probably learn a thing or two from him. Tim talked about some of his marketing tactics in a mixergy interview which was pretty interesting.