It's complicated because celebrity was and continues to be forced on the guy.
Musk could stop talking today and people would continue to hound him and shower him with attention.
To me this plays out in so many interviews I've seen with him where he is clearly uncomfortable, clearly doesn't know an answer, just wants the attention to be overwith, but some reporter or fan just keeps on pummeling him with questions, attention he doesn't actually want.
I think so much of the crap Musk does is his way of dealing with, deflecting, and/or processing attention that he can't stop.