I'm turned off by it too. It's a dirty business and it's gotten a lot dirtier in the last 5-10 years. We can either get dirty and compete or we can give up.
And yes, obviously that was only one component of his recruitment. But you'd better believe they didn't send those messages for the hell of it. Like another poster said, I doubt Kiffen sent all of those personally no matter what he said. Doesn't matter. The result is the same as if he did.