I think it's important to realize that Pepe's character as well as the majority of illustrations of him were the work of anons. Aside from the Pepe name itself, it's not really attached to Furie in any way.
Before it exploded, Furie was utterly irrelevant and now that fame has been handed to him through the work of others, he doesn't want it. He wants to reject what made it popular while still receiving the benefits of it's success.
I say this as someone who has personally illustrated and edited hundreds of Pepe images and posted them anonymously.