He really drunk the kool-aid becoming part of the cult.
It is not everyday you see the CEO of a company saying "Gab Does Not Negotiate With Criminal Demons".
It is a strange use of language so it would be interesting to see what he defines a demon as. If he has said “Gab does not negotiate with evil people” no one would have cared but saying demon criminals brings forth images of horned beings we all see in fantasy movies, perhaps that’s the imagery he was going for.