It's like any luxury item. Let's say the "John Mayer" Rolex Daytona with a green dial that nobody liked it until John Mayer decided to say, "Oh, this is the bomb," and then it went through the roof. Same thing with Joe Rogan and the Southwest cue. He doesn't need to know how the watch was made (read cue); he just needs to tell everybody that he thinks it's the $hit. If more celebrities adopt Southwest or pool in general, that's a good thing.
Make it fashionable and it will become more fashionable. Mind you this response is many beers into the long weekend.