This is something a person living in a democracy will probably not know, or understand. It seems almost unbelievable that Stalin and the Japanese militarists had to concern themselves with public opinion, but it is true.
There is also no doubt whatever that most Japanese people in 1945 revered the Emperor and respected the military, and were heartbroken when Japan surrendered. Some, of course, were delighted, but most people were in tears. It was not an act.
It does not have to solicit votes, but it does have to stay in power, and that calls for keeping the population on its side.
I think we can all understand this. Gates is a front man for a large system, just like Stalin had a large system of control and many who benefitted from him being the frontman. When Gates dies, you probably will be tearful -- and thinking he worked so hard to save humanity; meanwhile he is one of the most repugnant people in history (I'm not saying he is as criminal as Stalin, likely he has a long way to go there;).
Gates does not need to solicit votes, but he spends a massive amount on public relations - in the same way Rockefeller did.
All control systems have to keep the population on their side. Because population control is (a key) to their business model.