When he decided to monetize the eyeballs on the project instead of anything related to the engineering. Which, of course, Steve isn't smart enough to understand (in his own words) and he recommends you not buy but he still makes a tidy profit from it.
Its a memecoin now... that has a software project attached to it. Anything related to engineering died the day he failed to disavow the crypto BS and instead starting shrilling it.
What happened to engineers not calling out BS as BS.