I don't consider HB sleazy because he was out to create a brand. It is inconsistent, however, for folks to create a mythical teen who was humble and naive. The fact is that he knew damn well what he was doing with that circus announcement--he was cold, calculating, manipulative and decidedly unhumble.
Laying down the foundation for one's future is hardly unusual. Damn near every college graduate is doing the same thing from the time they first set foot on campus.