My first thought was "I almost want to go to his show and leak the video". But then I realized, that's probably exactly what he wants. Free publicity for announcing this scheme. Free publicity when the video leaks. Free publicity when Twitter discusses it. Free publicity when he "gets mad". Free publicity as analysts analyze what it all means.
Brilliant. I haven't heard from Dave Chappelle in years, but here he is on the front page of a startup-oriented news site.
Also good marketing from that startup that makes the pouches.