I'm not sure I'd go so far as to call him a "shithead", really. I find him annoying and yes, he is a bad businessman and the way he has treated people that do work for him is awful.
But in a way he's more just pathetic and sad than anything else. He's so fucking leashed by his fetishes, and yet so ashamed of them at the same time. He's so driven by what gives him a hardon that he's started a business entirely to facilitate getting that content, and at the same time he's so embarrassed by it that he has to turn it all into some sort of joke, insisting "We at White Lightning find sex to be ridiculous and funny!" Yeah, sure you do Kris, that's not at all a mask for your insecurities about it.
Hell, some of them shame him so much he won't even admit to them. Like he'll admit to getting off to the breast/muscle growth, but he won't admit that he also gets off to intelligence drain… basically that not just amazons, but moron
amazons turn him on. It's sad as much as it is eyeroll-worthy, he's so fucking driven to get this content that he's putting himself out as the extremely public purveyor of it, and at the same time he's constantly humiliated by what turns him on.