I get the impression that he doesn't really understand how ironic he's being, almost at a naïve level where he believes he's using his movie track record, and therefore skill (I don't want to say genius although I feel Bay might use it) to advertise a broadband product rather than using the public's perception of his laughable dumb action films. Does that make any sense?
Here's a man who knows that his product sells and knows that his product can sell another product, and will thereby sell his future product.
Perpetuate! Perpetuate! Perpetuate!
Ker-ching! Ker-ching! Ker-ching!
The cogs of the Bay machinery nearly jammed during the fiasco surrounding THE ISLAND; if Robert Fiveson hadn't acquiesced to DreamWorks' out of court settlement, we might have seen the end of Bay as a major Hollywood filmmaker. The teenagers will eventually grow out of his shtick, anyway.
--- 'Don't let the sound of your own wheels drive you crazy'.
