My opinion is that is entertainment. I don't think it is turning the knobs, instead it is manipulating the video tape to show you what they want you to see. And he is an outsider making the changes, the original person is not doing it themselves. In a startup, the original person needs to be coming up with ways to turn the knobs and try different things to see what will work. It seems they choose people for the entertainment and shock value. Same thing with the "We mean business" show on AETV. I recommend a different source of inspiration...