Looks like he has his hand in a number of things. One of them being leasing options or lease to own. Again, may not be your business model. Places like rent-to-own electronics/furniture stores make money and cater to a certain clientele. Another comparison would be subprime lending for housing or even the rental market.
Also appears he is selling (or at least offering) insurance on smart phone repairs. The $20 repair could be his draw and then simply good at up-selling.
As most have said, match or not...simply stay focused on what works for you.
We have people around here selling IPTV (1,400 channels) very cheap. They can ship a device anywhere you want. They are making money hand over fist. Legit? Not for me to ascertain, but not my business model.
I mention all this not to be critical, but to encourage to maintain focus as it can be tough to always have to "justify your business model" to others.