He/his agent hired a top-end public relations and marketing team (the same the Beckham used) after the reprehensible comments he made in 2016, that were entirely in line with what he'd publicly said for years prior to the mental breakdown/drug addiction.. Bellew and Price were called gay plumbers around 2012.. The last few years, the showman personality, the comeback king, the mental illness/drug addiction recovery etc, although not entirely false, are all part of building his name to make him more marketable and profitable. Not sure much of it is his own way, just what he can pull off, make believable and utilise to generate profit.