HN seems to be really struggling with the why here. The bubble that people live in on here is wild to me. Maybe you have issues with the tactics, but the why is pretty clear.
The CEO is hardly an external actor. What you're seeing is the personality behind a personality-driven business steadily destroying his reputation, and his business along with it. Elon Musk's public image went from "real-life Iron Man genius inventor" to "Nazi salute guy" - his businesses can't just brush that off.