I recall having conversations with some people, who seemed to follow the "scene" more than I, telling me that his image was relatively well curated and managed by PR people in and around his companies, and that his "quirkiness" was allowed out in managed quantities so as to maximise interest and attractiveness without being off-putting.
I never looked into it because I didn't care much. The rockets stuff is cool but also profitable so good for him and capitalism. But I found it highly believable and never really understood the cultism around him. I wouldn't have predicted this twitter or doucheness, but I certainly don't find it surprising.