How much does he care about the members of this site? He once asked me to create a bunch of alt accounts so members who play Mafia can have alter egos for a single game in that forum. A dozen or so users are nothing for a site like this in terms of traffic. The mafia forum does very little in terms of adding traffic to this site as well... but Max cares enough about the user-base that a little extra effort put forth to make a small group of people happy is nothing that Max would think twice about.
Not for nothing, but the Mafia forum is currently the third most trafficked forum on the site behind this one and the lounge. By the time next season starts, it will probably have more posts than all of "Other Sports" combined. Max has been very good to all the angry nerds that make up that little weirdo corner, but the mafia people have been good for the site, too.