This is a mentally ill bipolar man who does this every year or two when he has a manic episode. Stop giving him attention.
His whole agenda is being "controversial" or going against the norm/what people expect from him. And that has been the whole story of his career when you think about it. Only problem is that untreated bipolar disorder can get worse and worse and that's what we've been seeing.
This doesn't necessarily happen becaise he has to promote an album or a project. It's just that a bipolar person like Kanye, is also most creative when he's having a manic episode