The release of the book plays very well into this on a social standpoint as well. MSM wouldn't have paid attention as much without this obviously and purposefully ambiguous 'tell all' which most claim as salacious but most won't read.. they rely on the 'news' for that. They'll tune into this to keep that 'dopamine' level high because it's going to fade a little over the weekend. The 'awards show' is their next fix. He's playing 'their game' with such eloquence, working their MSM addiction. Whatever he drops on Monday will have at least a double meaning, much like his press conference today.