I really really really like this card a lot.
He can be brutal in certain situations (i.e. opponent running Knights of the hollow hill, against baratheon (~since they are the new world power)) and is solid in most every game (anyone not use the streets?)
on top of that he adds more crest diversity to greyjoy.
Sure he has 1 semi negative trait, but he has two beneficial ones.
he goes into just about any greyjoy deck I make, replacing theon most likely.