It's for the 'normies'. He has to appear reasonable, and then it's up to BLM themselves to bite the hand that feeds, publicity wise, and appear to be the aggressor to people who are barely paying attention. BLM would win some positive PR if they accepted the olive branch - but they are consistently terrible, angry people and have been baying for vengeance. So they'll cast it aside. Then it's up to the undecideds to figure out what to make of this.

There's too many fucking undecideds and fence-sitters out there, so strategic moves to make things really freaking obvious to people who are either too scared or apathetic to dig into things are, to an extent, necessary. It won't reach all of them but if it reaches some of them, something has been gained. Anything that makes it clear to spectators that BLM are rabid crazies is of value. We're not the audience, BLM themselves aren't the audience, it's that nebulous uncertain person who might be swayed if presented with a glimmer of truth.