To be fair, his activity goes beyond that. E.g. the company Thermal Grizzly has been working with him in the development of thermal pastes, and the company Alpenföhn has been working with him in regard to cooling solutions - such as in regard to the AiO Gletscherwasser (280 or 360). And then there is also some collaboration with the retailer Caseking, where one can get among other custom built rigs such as this one:
And such products may not be on par with the big players on the international market, in particular in regard to availability. But aside from his renown as overclocker, it arguably puts him in the scope of such "business news" as well.
To be clear, his name has no relevance for me when picking components. But as I have Caseking pretty much around the corner here in Berlin, I went through the listings of components they have there, and then ended up with an Alpenföhn AM5 CPU cooler - which is why I know a bit about it.