He isn't and everyone knows it. It's what used to be trolling except it has now become a core principle and they are a full two or three generations into believing their own bullshit. It's like that guy who loves banter until you hit him with a slapper and it's a "he's gonna fight you in the parking lot" kind of situation but he called security and told them threats had been made and the cops are getting involved but it's ok because a few days later he got stabbed 7 times in Lovejoy NY for talking shit in a pool game and all was right with the world.

Sorry I got lost on that one but you get the point.