CEOs are professional communicators who have reached the highest level of the craft, they use their communications to achieve an end, expressing their inner selves is not the point. You might know a great kind person who is a car salesman, when they are at work a good one comes off as genuine and friendly, the things they're saying include many truths, but their words and actions are primarily designed to sell cars. Assume this is true of any professional communicator when they're communicating.