Cotton came out as the rich, smiling shark that he is, which makes smart people dismissive of anything he has to say. His very first line "let's make a step back: we are talking about jAAAAAbs" sounds like something any two-faced lying politician would say. He did get more airplay, because he was incredibly rude, but I don't expect anything less from an executive of the network that is producing the show in the first place (it was actually kinda ballsy for Hayes to tell him he was flat-out wrong).
So, all in all, I don't think Alex should change much in his presentation; the only mistake he made, I think, was that he was too eager to push the "piracy is a service problem" soundbite before he had actually explained why that is the case.