I mean he just tweets about bitcoin so often. He may be thinking that he is guiding his followers out of bitcoin but what he could be doing is making them more curious that they will eventually buy like his son did. Bad publicity is still publicity eh?
So who will be the next company that he'll attack? Visa? Paypal?
As long as you invoke the curiosity of any subject it's a form of publicity, there's a saying good and bad and publicity is still publicity and those who read about the subject in this case Bitcoin is the subject, will do research and they will find how good Bitcoin is on the technology and investment side, you cannot put a good project or technology down, it will generate support even coming from bad publicity.