This may raise some eyebrows, but I have a bit of sympathy for this individual
I think he suffers from a mental illness. Something happened in his life that made him hate his original self. Whatever pain he may have suffered as a child, he thinks that this change will release him from that.
Enter Anheuser-Busch. They took somebody that most people probably never heard of, and put him in the spotlight. And when the backlash became great, Anheuser-Busch abandoned him.
I don’t hate him. But I think he needs to get some help. I just don’t know how you undo the damage he’s done up to this point to himself, both physically and physiologically