Yeah, he's working - a lot of what he said was based on comments KUSHIDA had made on Tanahashi's podcast, talking about being disappointed with how his title runs turned out as well as questioning whether he has what it takes to lead the division. KUSHIDA really has to win this one and hold that belt for a long while, I don't think anything short of that is going to elevate him in the way he needs.
The podcasts Tana, Taguchi & KUSHIDA do are an odd mix of work and shoot, but they definitely seem to be involving them more in the storyline process. Similarly, last year Tanahashi's autobiography had a worked shoot feel to it, specifically the comments about Shibata and Naito that seemed to have foretold both of their directions. Shibata buried the hatchet and joined the NJPW Sekigun, Naito rebelled and proved Tanahashi correct in his assessment of Naito's character. I like that they're using other avenues for storytelling like this, they really need to get on the ball with English translation, however.