 He is very rich (money accumulated from his brands and products while being controlled) and ran for the position of American president.He actually won the election, and became President Elect, but stepped down after being woken from his hypnotism.Primo became a different man when he was released by Molly from his bonds and showed much remorse for what he had done and he even confessed to his daughter (though unknowingly) and her friends that he now felt very lonely as he had no real friends and was loved by no one.