It was not his first pipe, was it? I would not even know how to hold the stuff. I doubt very much his apology: it was written by a lawyer and a press agent (2 allusions to his young age in a few sentences are a dead give away).
But his main mistake was to consider all that money coming in as a reward. It is just a JOB, buddy.
Princess Diana made the same mistake too: marrying a prince is not a fairy tale: it is a job.
Any job comes with a few do and don't, and if you are a public figure, the list of don't is not difficult to understand.