I found two more pics of him, measuring:
http://41.media.tumblr.com/3eb6e9f807f763070707a70c80bdcb9e/tumblr_nd6gb32pso1s79jwjo4_500.png
http://41.media.tumblr.com/3eb6e9f807f763070707a70c80bdcb9e/tumblr_nd6gb32pso1s79jwjo4_500.png
Now I'm not sure of there's photoshop, so perhaps DLD can spot if there is. But in the first, he's measuring length and he's quite obviously starting at least at the 1 inch mark, putting him to be at most 8.5, not 9-10. I think he's starting at more like 1.25, but I can't see it clearly. In the second, I'm not sure he's measuring the girth right. It looks like there's a big space at the 7 inch mark where he can continue wrapping the tape around a little more, particularly if it didn't have the metal part. But I could be wrong.