We can only speculate what's going through Arte's mind. Appearances are one thing, but the reality might be different.
I feel a little sad for the guy. He was once on top of the world and adored by Angel fans. It all went bad and there are lots of reasons why. To us fans, selling makes sense. To him... who knows?
The Angels are constantly trying to control the narrative. That's usually what happens when an organization isn't very transparent.