I just watched his Jimmy Kimmel interview. This aired long before the episode about Dumb Starbucks aired (last night). He tells Kimmel that he really wanted to make money off of the store. At the time, I bet many people didn't know whether to believe him or not. I watched an interview he did with Bill Simmons in which he said the persona he uses in his show is based on himself as a teenager. I think he's successfully created a situation where you aren't always sure if he is being himself or his persona. It's pretty brilliant.