It's a tactic carried over from Josh's Bullshido days.
Now isn't that amazing.
Know who else was deeply entrenched in rec.martial-arts and bullshido back in the day? Oliver "usagi" Richman.
Usagi, Luke, and Inaba should start an exchange together.
Or a wallet.
Or wait, wait, I got it: a forex site. Based on "open source" code.