It's all fake fluff designed to offset the genuine negativity he's creating for himself.

Is it? All the fake Musk things I've seen are, yes, positive, but they're also just scams (e.g. ads for a "Quantum AI" for picking stocks that he invented, where you get a free Tesla if you don't make a million dollars). I guess for the victims that end up in denial it boosts their opinion of him.