After Journals did so badly to make any impact, he wants that #1. Trust me.
He thought Journals would do much better than it did. He said confidently that the album would only be on iTunes for a week, thinking it would have a huge debut and then cut it off after one week so it didn't have a second week drop.

http://www.rollingstone.com/music/ne...rnals-20131209

But then it flopped so badly, that they kept it on iTunes to try and make it profitable:
https://itunes.apple.com/us/album/journals/id780021563

Which is why he is clearly going through his "reinvention" because he knew his image was terrible.