I live in London and the people here are WILD rich. I am talking, going out to a bar and spending 50,000 pounds (100,000 USD) just for a fun night out. These people have so much money they really lose sight of what things cost, and are willing to pay for anything.
I would imagine a lot of his business is word of mouth. One billionaire tells another, etc.....! That being said, everything here is really expensive anyways, and after looking at his website and seeing an average detail runs from 450-600 pounds, that seems not SO pricey, all things considered. When looking at prices, you have to see them at 1 to 1 (dollars to pounds). If a coke costs a buck in the US, it costs a pound here...!
But yah, his pics look really good... but on a brand new car? I'd like to see him do some restoration on a 15 year old swirled car...! But I would imagine that quite a few dudes on this forum are as good as this guy...! Detailing is not rocket science......if you know what you're doing and have a lot of experience, you can invariably be incredible if you have the passion for it..! That being said, imagine getting paid that much to detail... hes probably going to end up as rich as some of his clients!!!!