That simply is an act, it was an extreme version of his childhood self.It still seems plausible to me; it would explain a couple of things, like why "Tobi" acted as he did when he was still Deidara's partner (he did act a lot like Zetsu or Guruguru).
If he was actually Madara, then he wouldn't have been affected by Kakashi's comments earlier, and he wouldn't have been TNJ, and he wouldn't have flashbacks and no end of talking about Rin.
Its way too late for such a twist and it would make about a hundred chapters pointless.
Also Madara wouldn't have needed to create Black Zetsu to control him if that were the case.
Having Madara betraying Madara would be overly ridiculous not to mention it would make this entire arc absolutely pointless because Naruto already defeated Madara (if Tobi were Madara).
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