I'm not sure if that distinction is important, since what you've described less charitably synonymous with the phrase "Dario is delusional, and has surrounded himself with yes-men, so outlandish marketing gets published as a side effect".

Whether the person doing the marketing was sincere about it or not is immaterial, since marketing is experienced almost entirely by the people consuming it, and not the people communicating it. What matters is if the audience is sincerely concerned by the message, and it's transparently the case that they were sincerely concerned by it.