I don't know how you rig something like that, to be honest. How do you set all the other pedals to be just SLIGHTLY crappier than your own? How can you be certain that your opinion of what sounds good is in the same ballpark as a (pseudo?) random group of guitarists you bring into the demo? I'm sure there are good and bad tones the can be dialed in from each pedal, but nothing in the demo says, "Hey, they're cheating!"
I think the video does its job. It takes pedals with pretty good reputations and puts them in a row and says, "What do you think?" It got my attention, because I thought the Son of Hyde sounded very good. And I think Zachary Vex should probably be pretty proud of his work as well. If I'm in the market for a distortion pedal, I'll be sure to think about the SoH or the Jekyll and Hyde.
I thought the DS-1 sounded pretty bad, and I thought the MetalZone sounded terrible. I kind of liked the Rat, though. It was more modern sounding to my ears, but not in a bad way, just different.