Maybe I've lost faith in humanity but whenever I see something like this I immediately remember Elon Musk and others like him who started the same way and people thought it is going to help "in popularization of bitcoin" but it ended up only giving them some popularity which they abused in the end.
I agree 100% that it's all about his image, about his popularity.
But for now I see a difference though: Jack
has to maintain a good image in bitcoin community for the sake of his businesses, whether we talk about Square, or his upcoming hardware wallet or whatever he has in mind. On the other hand most of Elon's businesses are - by far - unrelated to crypto/bitcoin and he has his own destructive way to abuse his popularity, proven by his past, even before the bitcoin story.
