If they are counting on his fame to sell gear and drive profits, good luck. Outside of the hard rock world, not many people are going to care. Hell, I'm a classic rock/hard rock kind of guy and, outside of appreciating some of the things he's done, I don't care enough to want to buy branded gear. But, then again, I'm also not the kind of person that buys gear to mimic others. Personally, I'm sick of all of the "signature" gear made to pimp people that are, arguably, not that influential. To each their own - I'm sure he'll cash in somehow, so more power to him.