What we think of is the Nobel Peace Prize. He used his money to enhance his reputation. Still others in that audience didn't hear anything about money at all. They heard Jesus say a good word about that rascal, that scoundrel, that corrupt property manager, and they kind of liked it, because they were less than perfect themselves. Ordinary people can always identify with the imperfections of others because they see it in themselves.
Jewish folklore is filled with stories of tricksters, rascals and scoundrels who do something good.
The Bible portrays the great heroes of the faith, warts and all. King David lusted after the neighbor lady, committed adultery and, when he got her pregnant, plotted to have her husband killed, yet he is still the great King David. Peter, the loved apostle of Jesus, had clay feet clear to the knees. On the night that Jesus was betrayed, Peter denied three times he even knew Jesus. God has a way to give us the message we need to hear in the spoken word, when we need to hear it.