So he doesn't WANT it to be a scam. It very well may be and just because you want or don't want something, no matter how bad, doesn't make it so. It also sounds like IF he wanted it to be a scam he could easily let it be. Seems like he's been thinking a lot about this.
Yes, he can have the best of intentions and have gotten caught-up in a string of lies that he needs to dig out of and has a plan to solve everything with an ICO to cover his debts and support costs. Whatever his intentions are and however he is rationalizing his plan to himself and staff is inconsequential as the ends do not justify the means and this is likely going to go really wrong.
There does seem like their is some frantic desperation with his comments and actions. Why couldn't a "100 million" dollar company spend 150 BTC to tear down those sell walls on exchanges to promote his coin? Why so many last minute changes?