I mean only talking about his public image that he maintained. Gates kept the public image of, I'm a quiet boring nerd who's running a company and helping charities where I can. IE very different public image than zuck who hit a phase where he just publicly wanted to be seen as a ripped martial artist fighter surfer with 6 pack etc... or even Elon Musk who clearly had MAJOR work done on his hair etc...

What gates did privately agreed, who knows what the heck he was up to, but the key point is, he didn't work to advertise to the world that he was cool.