I think OP could be just as astute as you meant. They probably know that Altman is engaging in marketing, but still tried to make a case that it shouldn't be a good strategy and instead illustrates his character. Not that I disagree, as people could see the unnecessary drama as a sign of immature behavior and a negative net result in the long term, regardless if it generates press today. As many other commenters remarked, they will from now think twice about trusting Altman's ventures in the future in light of this long-winded tweet.

It's not that deep, he's not even writing it