is "he" bullish/bearish and buys/sells bitcoin or is he just advertising himself as bullish/bearish to get people to invest their money with his company which means he invests with other people's money and only receives his commission no matter what happens to the price?
This. I have never seen him talk about being interested in buying Bitcoin or his personal holdings at all, it's just a continuous sales pitch to attract capital from people who are too dumb to invest themselves....
I rather pay a legacy banker to invest my capital than to allow Tom Lee to do it, because I'm quite sure that he will mess up the way he has been messing up for a long time now.... his whole crypto journey is one big failure.