It amazes me how billionaires continuously fail the STFU challenge. People are already predisposed to dislike them, the absolute best case for their profile is simply to STFU and not draw attention. But they just can’t do it.

Smaug got it. Smaug didn’t go on social media, partly because he knew the result would be pointing a big arrow at his cave saying “look at this guy, not only does he hoard all the gold, he’s a massive tit about it as well”.