That's the plan; to make himself look great. He can look like a significant role model in skateboarding to the public, little kids who buy his boards, or any of his fans because its his site and he runs it. In reality he's a dick to people that try to help him and freaks out at all the people helping run his website. He wants to make himself look like the emperor of skateboarding but it often shows his crazy side of him without him realizing it. He's a hollywood actor/director/producer whatever you want to call him nowadays not a skateboarder.