What others have already pointed out, AND, he posts lots of high quality, multi-angle pictures of the gear he is promoting. Tells us when he is in and out of the office, what sizes and styles are left, etc. Real, old fashioned customer service is here.
What I really like is he is soft spoken but confident, experienced and knows his stuff. Most importantly, he is highly honestly and ready to listen. If you're a "best price only" shopper and just want the order placed, he'll tell you their price and then let you decide one way or the other. If you're not sure about your choice or alternatives, TJ offers opinions and advise without pushing, and helps his customers be happy with their choices.
(And, he doesn't mark his own
posts with 5-stars.)