It is probably just title bait as you said. An 8 time rejection seems extreme to me, usually it gets harder after a rejection by a consular officer, not easier, so my own speculative, possibly needless guess (having gone through my fair share of these across many countries including the US) is that his initial applications failed for bureaucratic reasons (like a missing document), not because it was a consular decision (i.e. the consular refused him and stated a reason for denial).