This is the largest rodent in the world, making it a very unusual pet, which some people would find interesting. Given it's a rodent, I think comparisons to animals like dogs are unfair. A lot of people enjoy having rats, guinea pigs, hamsters and the like as pets, and would argue that they are intelligent and capable of showing affection. I think from the videos of JoeJoe, it's obvious he is patient and social with other animals and good natured in general.
That's so odd that he did tricks with them "on social evenings." I think his own nose looked great and not too small for his face. Usually, people want smaller noses. Ha.
Thanks for the quote, Alex!