But that doesn't make it right. "It's how he approaches everything" isn't a reason, it's context.

Just because an emotional response goes against MBA Corporate PR 101 doesn't make it wrong. He can do whatever he wants, and he does. In the context of his company, I'd even say it's a winning business strategy, because it's different and doesn't feel artificial, which is refreshing in this age of sterilized corporate communications, and is therefore memorable.

And there's nothing morally wrong about fighting back against people who have ripped you off.