Read on some other forums (can't remember the link, couple days ago) that Joe's brother Chris (?) was actually helping him on some of his scams by signing up and pretending to do business with Joe to give him more credit and seem trustworthy, and Chris excuse for having the same last name was he was just another person that happen to have the same last name, they weren't related to each other.

Not trying to bring down his brother into this and take the light from Joe, but I don't think his brother is the "good guy" in all of this, he could just be pretending to hate Joe so that people can trust him and to build up the hype more.