I believe 100% that a good culture is essential to the success of any organization. I applaud BS for focusing on improving it.
I think he is making a mistake by so vocally promoting it, though. He shouldn't be uttering the word culture. Culture is determined at the top. That culture then works to create the identity of the organization. You simply can't change the culture by talking about it. (not saying he is just talking with no action). Talking about it and promoting it does no good and is really just grandstanding and can backfire on you. You change a culture through actions and example. Period. Set the tone. Hold yourself and others accountable. Ignore everything outside the bubble and quietly get to work.
You can talk about the culture on the podium with Terry Bradshaw holding the mic for you.