It would seem that it is personal. I would not expect LdM, after being a Ferrari man to the core for decades, to suddenly begin acting against Ferrari's interests. More likely, SM wants to prove that LdM has reached a point where he has nothing new to contribute. Putting him back on the stage might show that the can still carry a tune.
I agree. But, I must confess to having a problem with aristocratic types. I can handle it, but it takes some effort.