Sam Smith has a publicist.
This publicist knows all the tricks in the book. If you'd like to watch a TV series which talks about all the tricks of the self promotion trade, I recommend (genuinely actually) the Jade Goody three part series currently on Channel 4's on demand service.
It looks at how her vulnerabilities were exploited and she went along with it willingly almost as a hostage to it.
This is what's happening here.
This is a feminine gay man who doesn't want to admit it, and it's good for his career that he's in denial about it, and his PR team are exploiting his unresolved issues for financial reasons.
It's obviously the only way to stay relevant, cos obviously his music alone is failing to do that.