I know that’s what he projects, but his words and his actions don’t align. He’s been making these jokes for years and getting the same criticism increasing every time he does it. It gets branded as ‘controversy’. After the Chappelle incident last year, there was no way he didn’t know this would be the result.
When people make jokes about him on twitter, he (or his account) blocks them. Then they criticize him, he blocks them. Whatever he’s doing, it’s a game and it’s a game that nets him attention, negative and positive alike. He knows it and Netflix knows it, without ambiguity.