I think that this article sum up whole case.
It's funny, but his story were actually well written, but not well targeted. It was created for all those people who see in Bitcoinan opportunity for quick money (despite the criticism of such approach in the first part - but such kind of people won't ever admit they are greedy and lazy). All climax of this reveal, with those fancy numbers and religious references don't match tu actual crypto enthusiast, who only want one, simple thing: genesis key. And any crazy explanation about Satoshi sending his laptop to the support won't work in that case.
And even if he, somehow, actually lost all his assets, he still would make his reveal in different way than through some shady PR firm