find a way to make that crappy investment somehow profitable

With this sudden, reckless implementation of shit, alienating more and more of the very user base that gives the business its' value?

He's created a cascade effect that didn't need to turn into an avalanche, at this point he's just piling one half-baked idea on top of another, and another, and another.
Unless the petty goal is to turn that place into a toxic right-wing playground, which in turn... what does he gain from that, exactly, in case it works out and has a societal/electoral effect? Lower taxes and less oversight, so he can do as he pleases?

Occam's Razor suggests his mind is broken by stress, willful lack of sleep and social media addiction - the attention of millions of both haters and worshippers - incompetently "getting high on his own supply" like Tony Montana, and went into this convinced his shit doesn't stink. And now flailing at the lack of success and here comes A.I. with its' scrapers.