What instigated the transformation? Dickinson noted that Roc Wieler is a brand, with his own blog and even merchandise for fans. However, a trip to Iceland for EVE Online FanFest in 2009 was a wake-up call; Dickinson said he felt nothing like Roc; he felt like a stereotypical geek. "Something snapped inside me, and I realized I wasn't being true to my brand. Why can't I be this character? Why can't I look like this?"
Using that as his inspiration, Dickinson changed his lifestyle and now does look more like Roc -- right down to the shades.