Tesla has been out competed in Batteries, EV's and Robots so this is his new move. He did something similar with his solar panel company put it inside Tesla and then it has almost disappeared from the news. He puts the AI company inside of Spacex makes up a lot of unrealistic numbers to pump up price and captures most of the stock gains from Spacex IPO by diluting others people shares.
You make it sound like Tesla was a failure and he's only interested in capitalistic success, where if you've been following him for years you'd know this has been his plan all along. He built Tesla when electric cars were mocked and his plan was to push electric cars to be mainstream. To now say "Tesla has been outcompeted and so now he's doing something else [implied- to keep his power]" is to simplify and misinterpret the situation. Tesla has successfully lit a fire under the car manufacturer's world, to the point all of them started making electric cars.