Based on an interview with the Atlantic Council he did recently, let's just say he's got a 1,000-watt bulb in his virtue signalling beacon.
He is very happy with himself.
Let me suggest that "virtue" is not what is involved when a confused--but successful--neurotic decides to appropriate his customers loyalty for a bizarre social experiment.
Ego trips that appropriate others comfort for a bizarre reason--such as trying to marry a pretentious coffee shop to an upscale comfort station for non-cutomers, are ludicrous. The arrogant poseur behind the experiment, would be very hard put to point to anything virtuous in the arrangement.