This all makes a lot more sense when you consider that Elon Musk is trying to dethrone/succeed Richard Branson, but can only manage a knockoff-grade impersonation at best. Cheating is about the feeling of defeating other people without the moral restrictions against cheating that obviously limit them, but cheaters aren’t attractive to non-cheaters; thus the sockpuppet account, to get that prized feeling of defeat without damaging the main caricature.