I can't help but thing of the Venture Bros episode "Victor. Echo. November.":

Jollyrancher82: I just thought, you know... "The Monarch," I thought you were into cosplay...
The Monarch: Real name! And I am into costumed business, not costumed play.

Ladies and gentlemen, I think WIRED may have transformed this into cosbiz.

Here are some other videos by Mr Lock that happen to be floating around youtube:

http://www.youtube.com/watch?v=Zup_rVSs_QU&NR=1

http://www.youtube.com/watch?v=LRJd5UeEwI4

http://www.youtube.com/watch?v=8q876pJ0tWE

http://www.youtube.com/watch?v=d9ls8nIfuTQ&feature=related