Maybe, but everything he does is tongue firmly in cheek. He is just trying to financially capitalize on his e-fame, nothing wrong with that. I was actually in P4l for awhile, of Leeroy Jenkins fame, and as far as I know Leeroy despite some free trips about 4 years ago hasn't really cashed in on his fame.
I come from the "old school hardcore PvP" community and Athene is the norm. The only thing really serious is how serious people can seriously portray silliness. Most people simply don't get "it" and as such take everything said or done literally. This ultimately results in many laughs for those in the know.
By old school hardcore pvp community, I mean guilds formed before or around Ultima Online, prefer FFA/Sandbox PvP environments, and have long standing heated rivalries with each other. Who will post book length manifesto's of silliness detailing victories, glossing over or ignoring defeats, all in the most serious of tones when it is anything but serious. Athene is doing exactly the same thing, only on a grander scale, he has taken it mainstream.
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