Is this a bit like the girl twerking and catching fire?
That was my guess. I wouldn't be surprised if the Kayne/Kim machine wanted some positive publicity so they set this up as a way to show everyone they have a sense of humor. My thoughts were that they would build this thing up for a week or two and then have some grand finale revealing it was all a bit.
Could be a bit but maybe not.
I don't know a lot about Kanye but wouldn't be surprised if he's a guy who's bought into his own hype and has no sense of humor about himself. But he comes off looking really insecure in all of this.