There's a long post on here from a few years ago (maybe by Kim?) about how before the internet and before DJs became god-worshipped, nobody knew what they looked like. So you rocked up at an illegal rave advertising Carl Cox or Sasha, but had no idea whether it was them who turned up.
Of course, the mask is a gimmick. Where Claptone is concerned - the smoke and mirrors thing is really his entire shtick. Is it all a bit silly? Well, yes. But then again, to counter the "isn't it all about the music?" argument, surely if the music is good enough, it doesn't matter which one of them is playing? (Or wearing) Either you like the music and accept the gimmick? Or dislike the music and consider the gimmick a pointless distraction? Can't imagine there's anybody outside of those two groups or an overlap.
On the subject of "groups" how many times do promoter advertise a DJ duo, only for one of them to turn up? Several that stick in my memory are CamelPhat, Adriatique and Chase & Status.
Then there's the case of Âme - quite a respectable act in the grand scheme of things - yet a lot of people within the scene still don't really understand how that dynamic works.
Getting back on point he (they) makes & plays vocal house that is accessible to the masses. I find it pretty non-offensive, though it isn't to my personal taste. Where Pacha is concerned, he is surely the perfect fit. Especially given the rest of their weekly programming. And with Circo, Cocoon or Pyramid and IDOL already on Mondays, it's a balanced piece of programming without completely succumbing to EDM or reggaeton territory.
In the modern age where allegedly credible producers employ ghostwriters and others buy Instagram likes, it's hardly the biggest deception going.