Yes! But not so crazy that he would pass up a good opportunity! I'm sure he was more than willing to settle! He's no dummy, and hooking up with NEOM is nothing short of a brilliant move, an he knows it! (Of course, this is still 'speculation' at the moment, but something tells me, not for long!)!
Picksit...branson's may be "crazy" but he certain thinks things outside of the box. He knows a thing or two about the "X" generation and the now "Y" generation.
The thing is, you say "Virgin Mobile" or "Virgin Coke" or just "Virgin" so many times, it becomes a recognized brand name product. Say it often, say it everywhere, it'll sure become a recongize icon and brand name.