I am pretty sure he secretly had a Root stashed under the mattress for emergency purposes!!!
LOL!
Only my opinion, I never met him and have no first hand knowledge, but I would guess he shot the top of the line because as owner/manager that is what he should shoot. You want those who have the money to buy the top of your line so that's what you shoot. You want other folks to aspire to that and buy what they can afford. If you shoot a Grizzly then why should someone buy a Super K?
It's simply intelligent marketing, and he was an excellent marketer. But, of course, he did pull out that Root and shoot it when no one was looking :p