Being the best you can be implies resisting temptation for junk foods. He liked his tattoo but the second he was tempted, the tattoo’s advice went out the window. He either covered it up to hide other people from seeing it while he eats a donut, or he’s hiding the tattoo itself from seeing and judging him.
I had to read it like 5 times because I thought there was a dirty undertone.
Everything will be fine unless someone shows him an active torrent of The Apprentice and explains he doesn’t get paid residuals if people watch it that way.