Edward Snowden certainly has name recognition in the security space, which in branding terms equals big money. He's got his share of wild and crazy times overseas doing various hijinx not always on the up and up, sorta just like other security specialists of an earlier generation. Sure, in terms of branding alone Snowden could easily become the next McAfee, and he's still very young!
And isn't as if they weren't both wanted on international warrants either; and street cred. does sell sneakers.