I don't really follow him so can't comment on how seriously he takes himself.
Did he know that he was "bending the rules"? Yes.
Did he know(at the time) that the person who sent him the pic(if that is the case) is going to eventually lose their job? Probably wasn't thinking of that at the time.
Could he have just said.."sources" are saying that JPP had his finger amputated? Yep. But also Tweeting the pic of the doc added much more "punch."
Did the idiot at the facility who sent him the pic(if that is the case) know that they were violating the law? Yep.