Don't see the problem with it myself. The boy is just using it to describe his sound , which is fair enough. Schranz to me doesn't sound cool but it certainly doesn't annoy me.

In the end he does have a fairly unique sound , not saying it's a style of it's own , but you will always know a Liebing tune ( that can be both a good and a bad thing). No harm in the guy having a wee name for it really , he's not telling everyone else that they should be naming their style Schranz aswell.

There is always going to be different sub genres in Techno. If someone asks you what music you like and you say Techno , they will always follow it up with " What kind" and then you have to explain it. You can't just say techno , cause it is one of the most varied styles of music going.

I don't think it is anything to do with commercialism either as Techno will never ever be commercial , although I do think it is becoming more "popular".