I think it's precisely because he is known directly to the engineers that this works. No idea how well it will scale for them -- I wish them well.
In most "big" organisations, the C-levels are practically celebrities, everyone wants to be "connected" some how to them, but hardly anybody works "with" them. Everybody works "for" them (and even those direct reports/workers are imbued with some special celebrity powers by just saying the name). The hierarchical relationship of everybody working "for" you causes plenty of insulation -- communication grinds to a halt besides the cordial banter.
In most "big" organisations, the C-levels are practically celebrities, everyone wants to be "connected" some how to them, but hardly anybody works "with" them. Everybody works "for" them (and even those direct reports/workers are imbued with some special celebrity powers by just saying the name). The hierarchical relationship of everybody working "for" you causes plenty of insulation -- communication grinds to a halt besides the cordial banter.