Yes, this is certainly awful. For him, the team, and all the integrity of the F1 itself.
Many people here in Brazil criticizes Massa heavily for the incident in Germany, last year. But get back at the time of the video, 2002. He was fired from Sauber, his first team, in his first season in F1, for disrespecting the team's orders (I don't think it happened in THIS race, at Hockeinheim, I think the incident that put him out of Sauber happened in Suzuka). So, what happened last year must bring back old and bitter memories to him, that's why I think he didn't challenge Ferrari that time.
however, I don't want to say I defend Massa's attitude. It was wrong, for him, Ferrari, Alonso, the F1 as a whole. But if he still wanted to stay in Ferrari and pursue a career in the team, he probablt remembered this incident 8 years ago.
The point is: is it really worthy to sacrifice his image, carrer, etc. in order just to stay in Ferrari, a team which has clear preferences on Alonso right now? He might not be a championship-matter driver, but he deserves better than that. For sure.