Here is what I think happened. Now, I'm not a psychiatrist, or an addiction specialist, or even a cut-rate Dr. Drew. But quite frankly that doesn't much matter anymore.
I defeat earthworms with words. What higher medical standard are you looking for?
I think this is what happened: Charlie Sheen did something. I don't know if it was withdrawal or overdose or he just inhaled a big pile of powdered crazy, but he started going off on every media outlet with a collection of stream-of-consciousness yet oddly poetic rants. When he came down (or crawled up, depending on your perspective) he looked back and thought, "Gosh, there are a lot of catchphrases I've uttered in my vaguely coherent ramblings. That will sell a lot of mugs and T-Shirts!" And some enabler somewhere somehow convinced him that this lucrative business will be worth more than the cool two million he was pulling in on Two And A Half Men.
I'm also pretty convinced that he thinks he is getting paid per Twitter follower. I don't want to be the one who breaks it to him.