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What are his students supposed to be able to do, eventually? Navigating around the limits of legality to maximize profit; understand, exploit and tweak incentives (the ones they're subjected to, and the one they impose onto others) to get a maximum result out of a minimal investment; bullshitting their way out of avoidable or unrewarding workload; getting as much personal credit as possible, deserved or not, in corporate political games; etc.
They're not expected to value hard work, patience, friendship and fair play; it's their future job to commit as much "aggressive optimization" (which might be called cheating indeed, and would be bad in many other contexts) as they can get away with. These are the rules of the game; you're welcome to dislike them, but then, pick another game.
I believe the author had the choice between embracing these values, or go and teach somewhere else. He's here to maximize the school's bottom line, by juicing out as much money as possible in tuition fees, after all.