He baits the press and they always byte it. Guy doesn’t really need to spend much on marketing for his products since due to the fact the press (even Lemmy) hate him, he always get free marketing.
Look at the bright X sign. He put it there, they forced him to remove it, a fine was paid of about $4k. During that time the press wouldn’t shut up about the sign. We’re speaking about Reuters level media giving him free market. Even Lemmy didn’t shut up about it. He got millions of dollars in free marketing with the stunt, and this is just one example.
I’m guessing he purposely is fucking up things to show on media, he made a rebrand from Twitter to X without spending a dime on marketing.