The C-levels in my life do this all the time. I've been manipulated many times like this. I think its linked to the habits of being a low-empathic personality. Its run of the mill manipulation which is what powers offices and sales all over the world. I imagine it gets results more often than not but its a bit pathetic looking and an acknowledgment human beings aren't logical animals, but primarily emotional and even the most hardened tech CEO is essentially playing emotional games with their staff, constantly. Its just so brazen and obvious when you see it like this. Especially when Gates is supposed to be the anti-Jobs, and this hard-nosed programmer not a diva, but surprise, surprise its diva behavior top to bottom in the C-suites, because diva-ism works.