He has always been that way. Dude also buys tons of ads in the LA Times to promote these award banquets where he sets up some kind of fake committee to give him a humanitarian award or something about him doing great things for the community. He is a total sham.
"Be a McDonald's cheeseburger. A McDonald's cheeseburger is the same. Everyone buys it because it's consistent. It's the same thing every time. It's always good, tastes the same way. Be a cheeseburger."