I tend to shy away from "Dax is a marketer, look at the stuff he does and then think of it from a marketing lens" because that gets cynical really quickly. Marketing becomes this magic catch all for any manipulative behavior and starts seeming like magic mind control techniques. I remember when Britany Venti tried using the excuse of her BF being an actor as her way of discrediting everything he said and did because "huurrrrrrr duuuurrrrrr he knows how to fake things and all people who call out my shitty behavior just hate e-girls."
But in the case of Dax, he tries to turn everything into a marketing oportunity. He strikes me as the kind of person who got into marketing because he was super into mentalism and neuro linguistic programing and saw marketing as a way to add new weapons to his arsenal. Maddox was extremely facinated with this stuff, but where Maddox was into these things because he was trying to correct being a socially akward weirdo, Dax wants control. He has admitted on BPITU he was an active Pick up artist disciple, and I doubt that he'd have the extensive knowledge of Maddox being into all the mind stuff he was into if there were not similar interest there.