Plus, it's just 1 rifle, not "A BAZILLION MACHINE GUNS AND A MOTORCYCLE AND A ROCKET LAWNCHER AND CIGARETTES!"

I get the feeling that it's because his color scheme is a bit more conservative. The subtle shade of off black goes well with the gold and isn't as in your face as say…Shadow the OC. Of course, there's the rifle that could be seen as a bit "edgy" but the way he presents it at least has a bit of skill and dignity to it, makes him look like he's a professional.
Oh course, that's just my perspective. It's always the little things that make or break something.