He Knows what the audience want to see, just go and see those crazy edits, they're portraying him like a wannabe mafia fuckboy, so he's doing what willl make all eyes on him, the majority of his audience are basically little girls, so he's taking advantage of it, he's basically taking the sensitive and caring persona, with a bad boy look, "classic badboy stories" and bringing them alive.
Talking about helping small businesses, helping staff and making sure the cameras are on, asking his fans that he wanna talk to them face to face and the list goes on and on , then showing up the next day, him looking like a fake trace cyrus.
Its kinda.smart doing like this, but also stupid, cuz him showing up eachtime with a new look, makes the audience, more intersted in his look and eager to see more of him rather then his music, specially sence he dont release his own music that much, and lets not forget that even if he's the one keeping the group balanced, he still have an average talent, not like MJ for example, who was coming up eachtime with a new look but still was super talented, and most of all was a solo artist, not like jeons case.