Why does Musk have to hold a big media event (i.e. free advertising) for a pre-alpha tunnel? No one forced him to, so to complain when the attention is of the d

Why does Musk have to hold a big media event (i.e. free advertising) for a pre-alpha tunnel? No one forced him to, so to complain when the attention is of the disappointed and negative variety strikes me as a bit strange.