tr8 - I am guessing here, but I believe one of the principle investors transferred some of their shares over to him. So while the company is not paying him to pump the company, some of the major investors would, in order to promote their own investment in the company. This would be consistent with his heavy promotion prior to, and while, one of the major investors was liquidating their shares in Sept.
I believe Iceman truly believes in this company, but he is also a paid promoter and makes his living accordingly. I think in the past he has stated he has a core position he is keeping for the long term. But he also trades in and out when the stock makes dramatic moves.
He has been expecting the dramatic move for a couple of months, which is why he keep filing the intent to sell.