That's a great demo of the CORRECT way to use Tuff Shine. I watched the whole thing ! I was one of the early TS users and have been using it for somewhere between a year and two now. I have some tips that can maybe help these costly products go farther:
1. Don't use the TS Tire Cleaner at first to clean your tire. Use LA Awesome ($1) or whatever APC you have the first two rounds on a dirty tire. That will help save your precious (and costly) TS Tire Cleaner and will remove 70% of the junk on the tire. It usually takes 4+ cleanings to get a non TS'ed tire clean. You can go through a whole 22oz bottle of the cleaner pretty quick if you use it exclusively.
2. I buy the Tire Cleaner by the gallon, as it's much cheaper in bulk and also works to remove any dressing 100% from plastics as well. So, it has multiple uses. I find diluting the Tire Cleaner (non concentrate type) 50% with water does little or nothing to effect the cleaners potency, and you can get twice as much cleaner for your $$$.
3. As you mentioned, the cleaner sticks to the tire much better with a foaming sprayer. I like the Griot's Foaming Sprayer:
4. The sponge works well to apply the coating, but it sucks up a fair amount of product. Also, after many uses it tends to shed little orange nubbies on your tires. I use a stiff brush to apply the coating, the Carrand Tire Brush to be exact. The Carrand Tire Brush comes in a kit of 2, save one for conventional dressings and mark one "TS" so the silicone products don't intermingle with the TS coating.
5. Once you apply the TS coating successfully and correctly, there is no need to ever remove it from the tire or clean it with the TS Tire Cleaner again. Soap or mild wheel cleaner works fine to clean the tire. You can just top off the coating whenever you want to darken the tire (after cleaning it with soap).
Hope that helps someone. Nice review.