Sam comes across as an extremely calculating person to me. I'm not suggesting he's necessarily doing this for bad reasons, but it's very clear to me the public facing communications he makes are well considered and likely not fully reflective of his actual views and positions on things, but instead what he believes to be power maximising.

He's very good at creating headlines and getting people talking online. There's no doubt he's good at what he does, but I don't know why anyone takes anything he says seriously.