Being new here, I didn't even realize SA and Knappster were the same person, or that he is the site owner.
'Site Owner' under his UID and "Owner of Steel Armadillo" in his sig(which he already did) would help clear things up.

That way, If I was coming here for the first time, I would assume that as the site owner he an enthusiast who has the best interest of the site in mind. but if I'm asking where I should buy [whatever] he will most likely point me to his site.

Trying to keep the 'Enthusiest owner' ID separate from the 'Vende'r ID seems shady even though I understand why it was done.
An 'Admin' ID might not be a bad idea.

I do think he should change his ID to
KnappsterTheOwnerOfThisSiteWhoAlsoHappensToOwnStee lArmadillo

my .02