I'd bet a good portion of TBK fans are guitar players themselves, and really appreciate what Dan does with a guitar, and probably dig his sounds/tones/gear. So I think it's safe to say there's a decent section of TBK fans that are guitar loving gear nerds, much like Dan himself (from what I've read), and naturally there will be some gear talk when you're talking Black Keys.
Jamie who owns/runs EQD was TBK tour manager for several years, and is a friend of the band. Dan uses/used several of their effects (according to internet reports and photos). That Hummingbird pedal does a perfect "Heartbroken In Disrepair" tremolo chop.
It's not really all that off-topic. But feel free to have it deleted if it bothers you.
@Rollercoaster - I sold the BOSS TR-2 recently on Craigslist. I hadn't used it in a long time. It's basically an amp tremolo. A damn good one, but not very extreme. A bit too pricey when purchased new ($105), imo. I wanted something that could get a bit more nuts and psychedelic and whatnot. The Hummingbird can do somewhat subtle amp style tremolo if desired, but then it has a whole bunch of other usable choppy tremolo sounds and crazy flutter sounds and stuff. Watch some of the youtube demos that are out there - especially the one by Fuzz Box Girl and the one by ProGuitarShop. It can do some Black Angels type stuff, so it's more useful for my style of playing than the BOSS TR-2 is. And only costs slightly more.
Oh and the Ghost Echo seems pretty awesome, but I'd go for the Dispatch Master if I was you. It seems to be like a Ghost Echo but with a built-in analog sounding delay. You can turn the delay off and just use the reverb, or vice versa, or use them both together. The cool thing I saw in a demo video is that when just using reverb, you basically turn the "Time" knob all the way off, but then you can use the "Repeats" knob to fatten/change the sound of the reverb. It's definitely next on my list. Maybe for Xmas.