Earlier quoted context omitted.
Did you read the article? It is pretty obvious he perpetuated the hoax or lied about activities involving her to media. Either he is really naive or a liar. He even continued talking about her as a real person to the media even after he found out it was a "hoax" and reported it to coaches 3 weeks later.
It is a possibility that he was just embarrassed. I would be..
So he's _REALLY_ embarrassed because someone online pulled a pretty hardcore prank on him. Yet he still continues to act as though she was a real person even after he found out about it?
Because if that is true, it makes it seem to the rest of the sports world that he's just trying to garner sympathy to win the Heisman. That kind of makes him even more scummier: the fact that even though he knows that he got pranked, he continues to perpetuate the lie.
Edit: for more context about it, read this: http://sportsillustrated.cnn.com/college-football/news/20130...