@ThisIsTheFirstStep I don't think it's a joke. Why should it be?
I didn't think it was a joke, exactly, but something a bit more sophisticated than that.
I watched the 'Christmas Message 2017' video before watching any of the make-up ones and was bemused by the accent (sounds posh to me, but then he says 'fillum' which is decidely non-posh), the presentation (is he styling himself on the Queen?) and the message itself: "I'm not going to say it'll get better, because it might not, but it might, but it also might not...but I'm not going to say it will get better..." 
It made me laugh, but I wasn't sure if it was meant to be serious or not. Also, what's with the dramatic cutting?
Having watched some more his the make-up ones, I'm still not entirely sure if he's being serious or if he's gently mocking other beauty bloggers (I've watched very few, but the ones I have seen also seem to be bizarrely serious about make-up.)
Anyway, I think I'll have to watch a few more of his videos before I get it. There's something very soothing about them. Even if he does say "going in with"' far too often.