This is only in the comics but it’s because he fell in love with Death and thus wanted to cause as many casualties as possible to impress her, but he had to do it in a way that seemed “benevolent” so people would follow him
Neopronouns also aren’t pronouns, they’re just nouns. The point of pronouns is to simplify language. If everyone has unique pronouns congrats, you’ve reinvented names.
Steam is a funny example of a monopoly not because they pursue hostile strategies against competitors, but because no one has been able to make anything better.