I think I read a review of the same book you're reading. Yeah, apparently when his Pittsburgh tool company went under, he fudged a bit about how much money his father had left behind, to get out of compensations, and he privately blasted unions.
And yeah, it's hard to see him fitting into either of the major parties. I think he'd basically do a liberal version of Trump: start off with political positions that are all over the map, run as a Democrat(though he was a Republican, I doubt they would want him), maybe with the intention of just promoting the importance of public television, and if he flukes his way to the nomination, be forced by the party-brass into adopting the standards positions.