We probably need a separate Portnoy thread, but I've compared him to this generation's Howard Stern. If you recall, Stern was the "King of All Media" with a movie, books, radio, TV exposure. Came up from a local DJ to a national media presence that influenced buyers of all types.
Portnoy started out similarly with a newsletter, then a small website and now spreads his reach across every social media avenue. He assembles "wack packers" and a team with Frank the Tank and all of his podcast roster. When he promotes High Noon, Pink Whitney and any merchandise, it sells. He's got the same knack of people listening to them because they love him AND listening to him because they hate him.