Watching the Apelings interact with the human world revealed their naivety. Their willingness to flaunt their wealth as if it were normal was fascinating to him. When he started spreading the rumor, he believed it would work.
However, once the rumor took hold, he realized how little he understood the Apelings. The retaliation and brutality they displayed were no less than what the followers of Björn would do.
His failure reached the ears of the higher-ups, and he was given one last chance before being replaced. Despite the threat, he wasn't as concerned about his position as he was about the indirect damage caused by the Apelings.
The small kingdom he had allied with began withdrawing after the Apelings' actions, and even ordinary people became afraid to join Björn's teachings. This news hadn't yet reached the higher-ups, but he knew that if they heard of it, he would be killed.