source: I'm a terrible amateur welder
Love the spirit of the build, though, and it's a case where weld cleanliness doesn't really matter, so, more power to him.
My conception was that we're adding power by increasing the voltage and we're stacking up material by adding wire, so to get good penetration on thick material I want lots of voltage and not much wire feed.
But actually it turns out that you make it hotter by increasing the wire feed speed.
I don't really see why, but at least now I know.
Here's a more recent weld: https://img.incoherency.co.uk/6464 - still not great but not nearly as bad.