From a business point of view, I'm surprised that he hasn't got more of a clue with regards promotion and the likes. From what I can tell his dad kind of created a Coustellier brand long before the brothers were at the top of their game so it's kind of odd that the brand and promotion of it wasn't pushed on him as well.
As has been said, his riding is obviously immense but to make a career from trials (rather than just be successful in a competitive sense) I would have thought they'd understand the importance of promotion. Is Usain Bolt any less of an athlete because he does Virgin ads? Is Kenny stupid to have Red Bull sponsorship through self promotion (via his training) when he could've been in the woods on his own shouting at a rock that he's struggling to get up? I don't think so.