I like him because he's manifestly playing the long game. He patently isn't a guy who's going to high-tail it out of Dodge at the first opportunity.
What he (and a great many others) have observed is that the sport is asphyxiated by lack of publicity. It's the root of the problem, and always has been. There are two ways to address that: (1) is to physically assault / harangue the media [something he kind of did today], and (2) buy recognition.
The latter is the biggest issue. In order to create a vibe, you need to guarantee something that gets you noticed (hence the SBW overtures). Quite frankly, if he could import publicity by buying the likes of Jonny Wilkinson, Courtney Lawes, and George North, he probably would (for all the good it would do). Problem is... the rules won't let him. And for that, British Rugby League is all the poorer and is in stasis.
And for "stasis" you can read "managed decline" if you like.