How do you feel about the Marine Sergeant Major who claimed false awards and claims? Why would he do it?

This story came from "This Ain't Hell But It's Close" an E Letter I subscibe to. I know this happens but it did shock me to see it is a Marine.

Marine Sergeant Major Kenneth Lovell relieved due to false claims
Sergeant Major Lovell:
The Marine Corps Times reports that Sergeant Major Kenneth Lovell III, the sergeant major of the 3rd Battalion, 2nd Marines has been removed from his position because of his false claims of three Combat Action Ribbons and that he was a Sniper School Honor Graduate.
At issue are two claims Lovell made in his official biography that critics say are undeserved: a third award of the Combat Action Ribbon they say could not be explained by his service record, and a claim to have been the honor graduate of his scout sniper basic course, 3-98, in 1998. In fact, sources say, the honor graduate was then-Cpl. Aaron Pine, a Marine who died in 2005 following an honorable discharge from the Marine Corps.
Sgt. Major Lovell also claimed to have 3 Combat Action Ribbons (CAR) (see pic to left). His original bio stated that he had : “…CAR3the Combat Action Ribbon with two gold stars in lieu of third award.” For those who are not in the Navy or Marine Corps, the CAR is a defining decoration. It is a ‘by name’ award that indicates that a Marine has been in combat. Only 1 CAR per theater can be earned. For any Marine, having 3 CARS would be an accomplishment. This raised some flags. When confronted, Sgt. Major Lovell amended his bio to include only 2 Combat Action Ribbon awards yet his picture shows him wearing 3. This is not a simple oversight or mistake. A CAR is a personal decoration and is coveted by Marines. This was clearly an attempt to assume an honor that was not awarded.
The Marine Corps has further corrected Lovell’s records;
In addition to having falsely claimed a 3rd Combat Action Ribbon and Sniper School Honor Graduate, the USMC also corrected Lovell’s claims of service in Kosovo and with the Israeli Defense Force.
I guess being a sergeant major of Marines isn’t enough for some people.