Isn't this caused by his personality and drive and not the fact that he writes software for a big, "important" name? If he wasn't writing software, it seems like he would probably sell, paint, drive (or any other "career") himself to death, right? I wouldn't encourage it either, but it's probably just who he is.
It seems like these type of careers just draw that type of driven person. This is just a guess, as I draw from my personal experience.