In addition to that, Adam Back has also been acting a bit off track lately. They're all becoming a bit too greedy and placing too much importance on side issues. Stick to your core, do what you've always been good at, and stay humble.
Discussion
Personally i think it's kinda funny/cringe marketing. If he's sneaky, maybe he's taunting more short interest to try to take him out.
Or maybe he's doesn't have a sense of humor and is getting a big head. But I don't think so. Im going with sneaky sense of humor
Well as marketing if all press is good press then it works because we are all talking about it.