You are right that this is a niche subject, I doubt that he would be able to place his name as the best soccer player or whatever. However, a lot of commercial

You are right that this is a niche subject, I doubt that he would be able to place his name as the best soccer player or whatever. However, a lot of commercially important things are niche. Who is the best lawyer in [<100,000 people town], etc. I think it's a valid point that you can just lie your ass off and Google will AI-wash that into some summary that gives it more authority than it should.