There's no doubt that he's purposely damaging his "props" for shock value in order to get views. This is no different from Bam Margera back in the day. If destroying a truck wasn't going to provide some sort of return he wouldn't do it. Look at how many folks from here have seen his videos whether they liked them or not.
As far as my TJ is concerned, my philosophy is probably quite different from most. MY Jeep is a toy that's street legal. I don't purposely try to damage it but it's a tool for me to have fun. I will never worry about small dents and scratches. Wax will never touch it. The most it will get is a wash and rattle can touch-up.
This doesn't mean I don't like it. On the contrary, building it for a purpose gives me a lot of personal joy as well as the thrill of using it especially off road. It needs to stay in good working order and needs to be safe. As far as mods, I wouldn't think twice taking a grinding wheel or sawzall to it in order to make it function better. I think that's an advantage of this platform. This isn't the normal family car but something that gives freedom that most others don't understand. For me, a TJ is not a DD vehicle. There are much better cars out there for that purpose. For me it's a smile generator whether I'm wrenching or hitting the trails. Sometime those smiles come along when those dings, scratches, and dents happen.