I don't think your hypothesis stands up, jonm.

a much more likely scenario is that the listener hearing Martin for the first time sees him play "Highway 61", thinks "holy shit, this guy is phenomenal" and decides to check out his recordings from start to finish, ending up buying one or more.

weelittledrummer is correct that he is not struggling to make an impact, there are enough cognoscenti to ensure pretty much sold -out venues wherever he plays.

however, I know Martin well enough to assert that he is, how shall I put it, not averse to making an extra bob or two whenever the opportunity arises ...