He thought a lot of himself and his products, if that's what you're inferring. Mr. Weatherby and Mr. Herter were before my time, though I've read that they were excellent self-promotions.
What turned me off of his books, was his disparagement of his competitors' products. It's good capitalistic practice to truthfully promote one's product, but lowering oneself by disparaging the competition is sheer pettiness. Reading between the lines, it's easy to see that his shots were aimed primarily at RCBS.
For those so interested, both volumes are available for free downloads.