This is just a botched negotiation. Lemon sees himself as more valuable than Musk did. It happens. Even though Lemon is a joke, I do think he'd probably have brought traffic so his demands probably aren't that unreasonable. The problem is that he's got no where else to go and Musk knows it so Musk was trying to get a sweet deal out of desperation. Lemon wasn't going to grovel so he came to the table with demands that showed that. Musk realized he wasn't going to get his sweet deal and scraped the idea.