Understanding Vaari's orthodox witchhunting socialist faith can be a bit complex at times. Essentially, as far as I've understood, Imperial Pharmacy has its own roleplaying contextual framework loaning from the Crusades, witch hunts, something I do not fully understand and communism, with a healthy dose of personality cult (which as far as I understand isn't taken really seriously...)
Apparently Vaari is also in-character in voice comms, but I've never been in voice comms with him. Relatively simple to believe as I've never seen him break character. (Though IMO this means that His High Nobleness Vaari is quite insane for an Amarr Holder, but hey, a role is a role.)