I would imagine that what the shitcoin he's promoting needs most of all is awareness.  Personally, I also think he would be much better off in a typical signature campaign and using the proceeds to buy a ton of these shitcoins, as I'm sure nobody else is buying them.  This would create buying pressure.  There would also be risks involved like creating a taxable event and risking ending up owing money when the shitcoins you buy with the proceeds end up worthless.  Not to mention bringing Uncle Sam into the picture if you try to claim losses on a shitcoin.  So promoting it directly brings awareness and avoids unnecessary financial and legal risk.  Although when this crashes I imagine phil will get his first taste of angry trolls blaming him for their losses for the rest of his time here.