If you have more money than any one person could ever spend, some issues with proving your machismo, and a wine cellar in the path of a hurricane that will cause untold damage and loss of life, you do what Richard Branson does: branding.
The rest of Twitter is less than impressed. (Also, dude, just evacuate like a normal person. A post-hurricane landscape isn’t a tropical paradise.)
Perhaps Branson is just hoping that post-Irma, he’ll be able to do some sweet windsurfing?