I think Lucas can be a bit goofy and he needs to stop speaking on things he doesn't know much about, but I respect the way he wants to run his business. With most companies, they try to be as neutral as possible to maximize sales, and Lucas would rather make his and his company's values known even if it means losing sales.
He really needs to improve the AC1, though. I won't go over the issues with it (EOD Fish has a video about it), but for $180, it should really be better designed and manufactured. As it is, Whiskey Two Four's Plate Carrier 13 is basically an AC1, but for $99. Ferro's Slickster is $160 and better designed/made than the AC1.