He doesn't really do much of the things he markets. He frequently makes a big announcement for something huge in 1-2 years. Then, 1-2 years later, he makes another big announcement to keep the previous announcement out of the news.

The most relevant example is actually his recent public statements about a Mars base. He actually stated in 2016 that he would be sending an unmanned rocket to Mars in 2018. 2018 is almost over, so he quietly pushed plans back until about 2023, and started hyping up his Mars base stuff for the far-future.