For some reason this guy is part of the Hollywood "IT" crowd.
I see extreme value in that. It just won't show itself until your favorite actor is caught working out with EJ, or some cool kid taking a powerfuse shot at a hit nightclub in LA. Or when TMZ captures a photo and claims someone is dosing a vile of drugs and then the explanation is that its powerfuse.
Many many many possibilities and scenarios here, don't discount the effect of Hollywood on the masses.