I'm not saying it is his motivation in particular, but if we look forward a few years I'm pretty sure a lot of people will be trying to get the LLMs to recommend their products. It's a fairly natural extension of SEO.

There are two things you want it to say. That if someone has problem X they need a Y. And that if they are getting a Y, the best brand for that is Z. The latter of the two might be screened out with some simple rules, but the first one I doubt will be possible.

Because you can't stop him!!

It’s an evolution of astroturfing. Fun? Profit? Psychosis? World domination?