You have hit the nail on the head. Having met him several times I can tell you he is a fruitcake, I have worked in an environment that brings me in contact with some real odd people, but there is no one as odd as Uri. He's probably feeling the pinch as his side business is not doing so well. He buys up tatty houses and does them up in the Reading area and flogs them at a huge profit. It's usually a good bet you don't buy from him. The prices he asks are outrageous and one time I over-heard him say he could add an extra 20-30K just because because he is a celebrity.
This is just a publicity stunt.