I think he, like many, mistakenly think Iran is like other countries in the region that the US bullied in recent decades. He probably doesn’t listen to his command staff much, who no doubt tell him this is a foe much greater than you suspect.

Subterfuge there is one thing, but outright aggression is going to be very painful for everybody involved.

It is, but it doesn’t seem nefarious. Just somebody trying to carve out a little corner to help individuals find some tools to get away from Google and such. Maybe they make money via some affiliate links, but is that a bad thing?