Yeah I think when he started this site, it wanted to be legit. But at some point he decided that stealing money is way easier than actually earning it. Everyone has a price, a few hundreds of btcs (when they became worth 1000+$) was bit365's price for him to go "breaking bad". Or maybe his wife left him or his dog died, who knows what made him tip over... As long as he stays anonymous, he is not risking much by scamming people over and over.