I hope he hires people that actually do true marketing outside of Finland. Otherwise, so far it has been par for the course - read: lack of communication.
Charming... I'm sure. But raw, unfiltered videos do not equate to effective communication. Especially when I have to seek them out, doubt their origin and/or credibility. Even though I've seen it through a community I might be a part of (or not a part of), it doesn't mean I'll consider it marketing.