I suppose the straight answer is that he makes everything in his orbit about HIM and his cult of personality, he engaged in social media sh-t talk and on Twitte

I suppose the straight answer is that he makes everything in his orbit about HIM and his cult of personality, he engaged in social media sh-t talk and on Twitter especially he's seemingly using it as a kind of personal chat board a lot of the time. In my opinion when it comes to the Twitter it's impossible to separate the overall business from the man himself, it's about as far from something like SpaceX where he's just a name on some documents.