In all fairness, I think the author is either overly pedantic

or simply ostentatious.  Give Rui a break. IMO, Rui's english is quite impressive.  After all, it is not his native language.  His etiquette faux pas is not going to ruin his image as a young ambitious and dedicated reporter.  Admittedly, his self-righteous mindset, however, can be a concern.  Still no need to beat a dead horse.

Whatever Rui did could only reflect himself, nothing more and nothing less. Anyone suggesting more than this is overestimating his caliber.