He's become much more public lately.
I'm guessing he's heir apparent and will one day replace Hef when he passes.
Edit, yeah that's it:
http://www.huffingtonpost.com/2013/0...n_2440475.html
Edit, edit, yeah, everyone is calling him heir apparent:
http://www.hollywoodreporter.com/new...mate-at-520910
Currently a student.