I'm not so sure Musk is actually motivated by his own hype, I think that's part of his professional self branding that he relies on to juice the valuation of his companies. Seen through that lens, taking control of the main public square is a way to juice his rep further and make even more money.

I'm skeptical of ascribing immaterial motives to billionaires.

EDIT Oh! Also, I think the reason enshitification has accelerated so much recently is because of high interest rates. It's why Silicon Valley Bank imploded, after all. Companies are scrambling to be profitable after the free investor cash has dried up. It's not good enough to be maybe profitable in an undefined future, they need to be profitable now so they can justify investment. The bubble is deflating - though fortunately, it seems like it's going to be a soft landing instead of a pop.