I think that may have been one of the early keys to his being such a social media star. Most players are picked up way earlier than Ezra was. He had numerous top 20 finishes on tour, the A Tier win at Belton, and a few top 10s... without a disc manufacturer sponsor. That doesn't happen too often, and led to a lot of speculation, a lot of interest. On top of that, as mentioned, he got out there on social media and took advantage of it.
I think if he'd been on Team Discraft or Team DD or something through last year he might not have got as much of a boost.