he makes these statements in interviews with dutch ziggo tv mostly. in dutch, most of these statements sound rather funny or ironic, but when translated in english and taken out of the specific context, they sound harsh. max should know this by now and indeed it's not the right thing to do pr-wise. on the other hand: what would f1 be without characters?
Even if he does know (and he should), I honestly think he really doesn´t care about that. I think he should, but he has never seemed to care how his words are coming across sofar.