While he certainly profits from his celebrity, he seems at the same time to hate the fact that he can no longer completely retain his underground persona. Moore yearns to transcend his status as a commodified cult icon, but this very struggle keeps consumers buying his comics
Kind of reminds me of the hipster stereotype and the whole "things are cool when their underground/indie" mindset.
So by shunning the mainstream and fame, Moore appears cooler to the consumers who turn around and give him the fame he doesn't want? It's like a weird cycle.