If you know how to play the game, this is a huge asset. Marc Andreessen said in a New Yorker interview that he ignored Twitter until he realized that the media were obssessed with it. Andreessen Horowitz the VC firm started relatively late compared to some others, but it shot to the top of mindshare because of the constant stream of coverage they gave Andreessen and his intentionally outrageous visions of the future.

Elon Musk does this as well, just without any pretense of subtlety.