I think he is very aware... not of "how important he is", but of how much people look up to him. I don't think he wants to be entangled with the movement though, he doesn't want to be accountable for what people say or think. He likely enjoys the attention and legitimacy it gives him, and enjoys that it's a big public outlet for what he has to say, his opinions. That is all to say, if he can cleanly get something out of it, he will, for as long as able - but could stop as soon as false flags / violence begins.
I get the feeling He used to stand up for it and with it, but now is using it as opportunity.

That's all just my opinion ofc