I have read that Louis Vuitton was a mediocre luggage company which was going out of business, so they tried a different tack - they covered their products with their logo, raised their prices astronomically and advertised in posh magazines. Well, it worked!
Maybe that's Dan Drive's strategy. If it works, good on him! I suspect the tweed on the circuit board is a form of goop, making the PCB traces impossible to see.