Obama Trolls for SotU Viewership

I keep seeing it everywhere. Twitter, banner advertisements, his website. Obama wants you to watch his State of the Union address. He wants it badly. But why? He says it'll be different from all the final SotU addresses to come before his. Yet, all the remarks on what can be expected in his address sounds like exactly what the previous addresses have been about: the presidents accomplishments and desires for the future.

Is this just the agenda of a narcissistic man who wants everyone to witness his final masterpiece performance? Hoping for calls for an encore perhaps? What do you suppose is the motivation behind all this?