There are many odd/interesting/unique things CEO's can do, Musk has done many of them, mostly positive - this is definitely not one of them.
Given all of the negative vibe out there about erratic behaviour, making false statements on Twitter that literally put him under investigation by the SEC - this is just bad.
It adds to the narrative that something is really wrong and he's not listening to more responsible people around him.
Sending a Tesla on a rocket to Mars was a very expensive PR stunt that was 'out there' but frankly was probably worth it. It's aspirational, quirky, got tons of press coverage.
There are some that suggest he's actually trying to get the boot, I can't imagine why though.