Bit of a dick? Yes of course he is, people in his position and the millions of other high achievers who don’t get even near to what he’s done with his life fall into 2 camps IME, total ego driven dicks, and people who have learned to hide it. Really the best you can hope for is someone who can turn it off when they’re not working, but they never really are.
Doesnt make them bad people per-se, they’re just not easy people to like. They’re rarely friendly, rarely want to adhere to social norms like chit-chat and never, ever, for even a moment think your time is more valuable than theirs.
Unfortunately it’s the dicks of the world that do the big things, even if there’s an army of slightly less dickish people working behind the scenes to make it happen, leading a bigger army of even less dickish people etc.
As for the Sub, my 2p did he do it for just publicity? No.
Did he think, well I’ve got a sub and a load of sub experts and I can have them there in a day, it might help, it might not, but I’ve got the chance to help (and massively stroke my ego). Probably.
The last think someone with his personality wants is to have someone call him a fraud, it would likely get under his skin more than someone calling him any swear word you like, I mean he’s very vocal on Twitter, he probably gets called all sorts every day.