Over the last few months the famed CEO of Tesla, SpaceX, Solarcity, Neuralink and The Boring Company has been behaving quite erratically. It’s pretty clear that Elon Musk is a very, very, very smart man. There can be no question as to the intelligence of someone that has founded that many companies, in that diverse a range, that successfully for that long a time. The real question has recently been, what is going on with Elon Musk?

What’s eating Elon Musk?

So let’s start with the basic facts.

Earlier this year, in January, Musk’s company “The Boring Company” needed cash to fund one of its tunnel building projects. To do this, Musk’s company decided to launch a new product, a limited-edition flamethrower (which was actually just a fancy blow torch). Elon announced his intentions on Twitter shortly after deciding what he was going to do.

Reaching its goal of $10m in 4 days, The Boring Company had achieved its goal of selling flamethrowers as a way of raising funds. And so began a very strange time in Elon’s life.

It was pretty clear after this point that Elon could do things for attention, and simply use the exposure to make money. Capitalising on the exposure seemed to trigger a certain craving for attention, which has lead to some very interesting results.

Then came the cave situation. For those that don’t recall, a group of boys became trapped in a cave in Thailand. When Elon found out, he took it upon himself to commission for the construction and delivery of a specially build submarine, designed to help rescue the trapped boys.

Of course, in the time that it took to build the submarine, the boys were already rescued. This clearly didn’t sit too well with Mr Elon, who took it upon himself to express his frustration via twitter.

One wonders what compelled him to tweet such things about the cave diver.

Grimes is a very successful musician from Canada. Grimes (real name Claire Boucher) tweeted a joke, that apparently only Elon Musk seemed to understand. They began to date shortly after, and immediately the gossip magazines and paparazzi had a field day.

Eventually, Elon’s strange habits began to reveal themselves, with some of Grimes’ friends tweeting about his bizarre sleeping patterns and so on. The one question still remains; Why is Elon Musk, one of the most successful and clearly intelligent people on this earth, leading a life craving attention?

The biggest lesson to learn in all this, is that Twitter is a double-edged sword. For Elon, throughout all these strange times, his constant broadcasting of his life over the twittersphere has lead to enormous overexposure.

While he might be a massive celebrity, he is still a CEO, and tweeting out market sensitive information at 4am probably isn’t the best idea.

So to answer the question: Twitter is eating Elon Musk.