In other words, he's a real jerk and not even doing it out of greed, but malice.
McHrozni
That's almost exactly not what I wrote.
IMO he is doing it, at least in part, because he thinks he can make a great deal of money.
The point of that post was that you seem to think that he is taking a significant financial risk both in terms of the money he has spent to date and that Brexit may affect him negatively financially. I think that the sum he has invested to date is a trivial sum for him, being a small proportion of his net worth and readily replaceable from his income and that he has very little, if any, risk of downside for him personally from Brexit.
My assessment is that he is motivated by both greed and because he likely wants to be seen as the catalyst for fundamental change to the UK. Malice doesn't come into it. IMO he doesn't want to hurt people, instead I think he either thinks it's for the better and/or he simply doesn't care that much about other people (not an unusual trait in Chief Executives who have a higher than usual proportion of sociopaths in their ranks).