Why does this code keep sending messages without button presses?

Maybe I am also missing something but these are not 'messages' and you are not 'sending' it. it is advertising which is set once but is advertised all the time every advertising interval even if puck sleeps. you could however set it to something else when button is released, but again it would be broadcasted all the time, that's what advertising is for, so that other devices can find it anytime. And rssi are not messages either, it is just current info/number about connection quality, nothing is sent.