Of course there is something to cash in on. At the very least, the guy becomes the celebrity du jour and has his 15 minutes of fame. He's got the media all over him and it wouldn't be unusual for him to wind up on Larry King, etc. That alone motivates some people. Remember the balloon boy in Denver?
Plus, while there are no actual damages, I wouldn't be surprised to find lawyers wanting to take the case for their publicity, claiming he now suffers from traumatic stress syndrome, in the hopes that Toyota and/or the dealer will give them some money to get lost.