Not sure if he had good marketers, I think he himself is a good marketer. But restraint is very hard. Especially when you love to talk. Which he clearly does if we judge by his tweets.

It's a bit like how in Big Brother and other reality shows people first try to show their best side, to show restraint. But over time, and with stress, despite all the cameras, despite the knowledge the world watches, you slowly revert to being yourself.