He doesn't have an image that sells.
He's some dude from suburban Massachusets who wears unfashionable jeans, a redneck hat, and just skates. He doesn't make "art" or give "personal" interviews. As much as people like to claim that they don't care about fashion stuff or personality in skating, it makes a huge difference
How many of you guys would buy a Bachinsky pro board over a Gonz, MJ, or Dill?