I wouldn’t be _amazed_ if the “woke mind virus” stuff is just because he’s found that the people who are into that tend to be easily led and into hero worship (I’m convinced that this is why transphobia got so popular with has-been British celebs a few years back; they’re rewarded with hero worship from this crowd). I would wonder how much of this he actually believes, or indeed if he has any beliefs beyond “people should talk about me all the time.”