What do you think of Jay-Z's On To the Next One video?

It is a crazy video, almost Gaga-esque. The song is kind of cool, though not as good as Empire State of Mind. For a few years now, these rumors about Jay being a devil worshipper have been rampant. What I see in this video, is he knows these rumors, and he is kind of embracing them. He is mocking those who say this stuff by flaunting that dark imagery.