I think the novelty of the concept plays a large part in his success too though. It's like the million dollar home page - some ideas only work once because it's

I think the novelty of the concept plays a large part in his success too though. It's like the million dollar home page - some ideas only work once because it's the story that is being sold. Second servings won't get as much attention. I would love to be proved wrong though. Maybe that could be your angle.