Whether or not it is a publicity stunt, it's certainly p**s poor leadership.
I have no objections to a CEO being a hard headed business person and/or earning a substantial income but I expect a CEO of a large Company to be some sort of a leader who can inspire his staff to follow him. (Compare MOL with, for example, Richard Branson or Steve Jobs - well, there is frankly no comparison).
The fact that he is the antithesis of a good leader is borne out by his disregard for the welfare of his staff (and his customers come to that) and the fact that many of his flight and cabin crew have left or are planning on doing so.
My prediction is that this social experiment of his will end in tears eventually. I don't know exactly how but I do know that dictators always fall - the question is whether any of his henchman on the Board will abandon ship before it happens.