By the sound of things, it was entirely out of control and he couldn't 'steer' anything.
Helicopters strike me as fundamentally unsound and un-airworthy objects. What was it someone said? 'All the aerodynamic qualities of a housebrick' or similar?
I also wonder whether the multi-millionaire community have ever done a proper risk assessment on the whole business of flying about in helicopters. They do seem to drop out of the sky with relative regularity.