Because he has no “personality” he has to maintain a persona or personas.
Precisely!
By inserting himself into every event, the weak-minded find common ground with Obama.
For example, if you are a fan of Neil Armstrong, you will love the Obama tie-in.
If you are a fan of Ronald Reagan, you can relate to the Obama story.
Chavez, Hitler, Stalin and every great communist did the same thing so the people could see how great of a leader they have.
But, as you said, it is all a sham. A thin veneer over a dark rotting corpse.