Oh yes, he is deadly serious. Serious about taking money off fools who don't know any better. What irks me the most is people who take actual real terms such as "sound stage" and bastardise them to mean absolutely nothing.
This reminds me of a conversation on radio 2GB (talkback radio) not long ago. They were discussing the legal implications of people who give "spiritual" advice, tarot readers, etc... etc... basically, it came down to the fact that such bullshit has not (yet) been tested in court. In a nutshell, if the person giving the advice truly believes whatever to be true as opposed to obtaining a benefit by deception, then it's lawful, regardless of the actual outcome. How do you disprove it? It's not illegal to be a nutcase or believe in Hocus Pocus.
Same goes for this bloke... if he truly believes he can hear a difference (whether it actually exists or not is beside the point), is he acting in a fraudulent manner? According to the law, no. Even if he was bullshitting everyone (which anyone with half a brain will realise), how do you prove it beyond a balance of probabilities?