I agree about the irrelevance. He and his instagram-freeloader wife Clemmie just don't know what to do in terms of their online presence post-Alice and with the changing landscape of social media. He tries posting this, that and everything, and he does nothing well. Nothing he does results in any organic growth of his account, and his engagement gets worse and worse.
Like
@bluekoala said, it looks like he can't really be arsed. He's a bloke with a camera (or five) and a digital editing programme but no real clue about how to be original, fresh and creative, and too arrogant to spend time learning.
He spends an incredible amount of time gathering content and making reels etc. and you have to wonder if it's really worth the effort and more importantly, the detrimental effect on family life. Ffs just BUY a Wattbike and your Camp Bestival tickets, surely?