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Bill Zwecker:

A West insider tells me the entertainer’s own management team dreamed up the idea, for two reasons: to help his personal psychological well-being and relationship with friends—and to aid in him snaring lucrative endorsement deals.

Reportedly two major corporations (a cosmetics/fragrance firm and an automotive manufacturer) are interested in Kanye as a spokesman, but worried about “how easy he’ll be to work with.”

On the personal front, the source says, “Not only has Kanye estranged himself from some pretty important people in the music business, but his temper has driven away a number of longtime friends.”