To me, this guy is way worse than Rossi.
Rossi cheated and took a bib and won't admit it...whatever.
This guy makes a living off his lies. He probably would get by financially without them, as a lot of his clients probably don't care, but I doubt he would be an ambassador for a shoe brand or be nearly as popular as he seems to be. He clearly seems to think it's worth making the effort to cheat to help his business.
I'm a hobby jogger who sees a strength and conditioning coach and I'd love it my coach could have a shoe deal etc. as well, but he's not willing to lie and cheat and pretend he can do something he can't. I imagine a lot of trainers aren't doing nearly as well as this guy because they aren't willing to lie and cheat to help them publicize.
So yeah, this guy is the worst cheat I've seen out there. He's screwing over other runners AND trainers.