I have never heard of Joe, but I am amazed at the attention this has drawn.
The man was hired.
He produced some unique work.
From what I read, a large number of his photos were picked up; which likely was his client's objective.
If all photographers produced the same work, we wouldn't need so many, and we would likely be bored with all the repetition.
It is hard to imagine how I would feel if everyone "Klammered" over my work after I met my client's objectives. (sorry Joe, I couldn't resist)
I wonder if he will now continue with what is now some signature work that HAS SOLD, or fold to the critics. AFP appears to be happy. If I were him, I think I would keep experimenting until AFP says different. Follow the money.