And Alec Baldwin, who might know, said the lawsuit might have real grounds.

Also, he's branding himself with easily repeatable memes, making a distinction between winning warlocks with tigerblood and loser trolls who can't process his brain, making a lot appearances on various programs, gathering an online following, and selling merchandise with his slogans. That really looks like political campaigning, but he would have to explain the craziness as a tactic in order to get past it. I think it's more likely he's recruiting a fan base for a future project where he can have more control. When you don't know what you want, take power.