Absolutely. Being loud, controversial, and all over social media works in a lot of instances. I'll give Luca credit for that - he's made sure his name is always in the conversation.
I'm going to assume two things - 1. He places his own bet first. 2. The people buying tout picks aren't very price sensitive. Assume Luca recommends a play at +100 and it's somewhere like -130 to -150 when his subscribers get around to seeing it. My guess is they still play it. Furthermore, it's almost self-fulfilling marketing. It makes his subscribers want to watch closer and be on the ball to get that price. Also, when he is moving a line, I have no doubt that people assign more validity to him. Once you create a following, it's easier to get more followers than when you first started.
Again, I don't follow him at all besides what people post in here. But if his numbers are true on subscriber income and I'm assuming he also has income from advertisers or partnership with books, that's a nice thing to have. A good portion of my income is from the company profit, but I always made sure I had a salary that was plenty to live off of. I'd never want to be a professional gambler without a stream of income besides gambling winnings.