He does not have to be a dev. He has offered to start a 'marketing' aspect of Namecoin, which obviously it doesn't have. If he has ideas that popularize the idea of decentralizing the internet, that is good.

Only problem some people might have is that 'marketing' often  means hyping and pushing. Namecoin offers something real, not too many people know about it. So long as somebody isn't mixing it with cocaine or hiring a televangelist to promote it, publicity is good.

He just hasn't said what his ideas or plans might be, but whatever they are, they are more than what most of us are doing, and that's something.