Whether you think he is a cowboy or not isn't the point - and it's just your opinion.
I run a commercial RIB, all my passengers wear life-jackets. According to my coding, I just have to carry them - but if I lost someone over the side during a trip, the chances of them pausing long enough to put one on is quite small -
- so I make all passengers wear them. My decision.
The guy isn't breaking the law - if he was, the MCA would shut him down - it isn't in their interest to let him continue to operate illegally.
Is he operating responsibly - well, it would appear perhaps not (from 3 grainy photos) - but I'm aware of operators that have been asked to move away from the boarding area to kit up allow other traffic to embark passengers - so without knowing the full picture (pardon the pun) - it's a difficult call.
Incidentally - before the correct fitting debate goes too far - the coding states that Lifejackets have to conform to EN396 - which I seem to remember means that they are adjustable to fit all shapes/sizes, or are sized for a particular build (small/med/large etc) - so the correct fitting debate isn't relevant if he doesn't make people wear them. If he has jackets, they can be fitted correctly.
And if I was him, I probably wouldn't appear on here to defend myself - as many appear to have already decided what they think. I'd probably read it, and then if I thought that any of the advice was worth listening to, implement it.
(Is anyone going back to Lulworth soon to see if anything changes?!?