Facts: 1) GoDaddy has been doing crazy stunts forever (see rejected Super Bowl ads) 2) GoDaddy is the largest registrar, with 31% market share (http://www.webhosting.info/registrars/top-registrars/global)

Given the above, I would say: 1) He knows exactly what he is doing and why 2) It is working*

*meaning growing the company, making lots of money, returning value to shareholders etc.