[csallen]

A few comments:

1. These guys have produced numerous videos for businesses that have gone viral and spread to millions of people. That's not to say that others can't do the same thing -- just that these guys have a history of success, which suggests that not possessing an "everyman" aesthetic may not be such a bad thing.

2. Most companies that use Sandwich for their videos are early stage startups looking for early adopters. Lots of early adopters work in tech and live in the Bay Area. So at this stage, making a video that would appeal to this niche of people makes perfect sense.

[sherjilozair]

Also,

3. Being different (hipster) makes the audience remember the video, and hence the product, which is the purpose of the video.

[n72]

Or turns a lot of people off from the product such that they decide not to use it.