If you think about it, there's very little reason for Ed to pump this up. He has 2 billion shares so he could never unload a significant amount of his position without panicking the market, which means that he can't profit off of the hype too much in the short term. So, this is part of a long term plan.
Of course, none of us can really know for sure if these plans will be actualized because we don't know Ed, but the same logic applies to almost any publicly traded company. If you are truly investing in this company and not just trading it, you need to have some faith in the management. If you don't have faith in the management than you should have never invested in the first place.