> he hadn’t agreed with those words even when he wrote them

I'm struggling to see why anybody thinks this is a reasonable defence.

There is no indication he didn't believe it. The company's behaviour is consistent with it. He only said "I didn't mean it, it was to stimulate debate", and the classic "You're missing context" (which I am not able to show, of course) after drawing negative PR.

It seems very generous to me to give his recent tweet much credibility at all.