cant believe i saw through the entire thing... but one thing though, he tweaked almost every pedal to the brighter / less bassier side of things, not to mention he was playing a tele with its bridge pickup, really a super bright setting. i suppose the purpose was to hear the note clarity and all but doesn't fully exploit the pedals to my ears imho. only a few pedals in the demo really caught my attention, rockbox, landgraff and the tim were some of the few.
another interesting thing is you can actually hear some "boxiness" with some of the pedals too. the rodenberg gas 808 was one example.