Some folks think the term 'hick' refers to southerners.
Well, we have 'hicks' in Michigan, too. As we use it, the term refers to residents of rural areas with limited educations. It is only derogatory if used in a derogatory context. It can also be used in jest or simply as a description.
I was also told once, but could not verify such, that the term 'hillbilly' was originated to describe people in Michigan. I was always under the impression it meant an inhabitant of the foothills of the Ozark Mountains.
To me, the context is the issue, not the term. To that extent, the guy in the video deserves no less than to be described in a manner that the video portrays.
I will leave it at that.