Elon Musk does whatever he feels like doing at the moment he feels like doing it, is, I think, the only rational explanation. (It's like asking 'what's his strategy for offering an inflight hostess a horse in exchange for a rub and tug massage?') The man has an ego larger than Mars, and he's been wildly successful being a TOTAL ASSHOLE, so why should he stop now? There's no strategy here; it's all id.