Why do so many people think PBF is this marketing genius who just does all this stuff to promote himself

He's a childish and immature drama queen. He makes a stink about "the best trainer in the world" hurting his potential fight, then retires? Come on guys, his emotional maturity is that of a teenager. He retired after Baldo, the whole press conference stunt, every time he's on ESPN he argues with the announcer and is unintelligible. He is a major talent in the ring, but he's a wreck outside of it and that's why he pulls these stunts. He's not a genius at promoting himself, if he was he would be well liked. He can't carry a ppv by himself, his big paydays were against top draw fighters who have consistently carried ppv's by themselves.

Give him credit for skills in the ring, but that's as far as it goes. He has done his own image more harm than good everywhere else, and that's the whole reason there is an argument about his "legacy".