I think if he was in a fake relationship with someone like Kylie Jenner or Ice Spice or some IG baddie you could argue it was for marketing or promo. But Madeline is much less famous than he is, and they’ve been together for over a year now and up until recently - in Monaco at the Grand Prix - have taken pains to keep their relationship private and not draw attention to it. I don’t think being in a relationship with the other person really does either of them any favours. But they seem to be in love, however inconvenient that might be and have probably decided that they’re not ashamed of the relationship so there is no point in hiding it any more.