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I think Sam is a great case study in what happens when somebody with narcissistic attachment issues becomes famous. He craves attention but once he gets it, can't stand the eyeballs on him and has to self-destruct to prove them all wrong. It's an attitude of "You don't know me, you can't control me, and you can't tell me anything" combined with "Everyone is out to get me anyway so I might as well take them down with me," imagining that he's lashing out against "the right people," unaware that all anyone else sees is him flailing around and hitting himself. Adult Swim saw a lot of talent in him, charls, and nick and was NICE to him - but he can't stand working under somebody, he feels like that makes him their bitch, so even WHILE WORKING WITH AS and mike lazzo, he lashed out at them. He became more and more aware of all his fans, that young people were following him and listening to what he had to say, that journalists were seeing all this too and contacting him for interviews, and he hated the responsibility he felt that imposed upon him, so he lashed out against that, too, and tweeted stormfront-tier shit to say "fuck you" to the IDEA that he might need to mind his manners while he's under a spotlight, because that would make him a bitch.
And once all that stuff got him and his show cancelled, he says "SEE! SEE! I told you they were out to get me!" All he had to do was play ball halfway and he resented that so much he embarrassed himself and destroyed his best friends' dreams.