Bad enough he ended-up going the wrong way, but the thought that a dual-carriegeway hard shoulder is a good idea to encourage cyclists quite passes me by.
What do they tell you to do if you break-down or similar on Motorway/D-C and pull over to the hard shoulder? Get away from the car to somewhere safe... . So, it's unsafe to sit in your car on a hard shoulder, but OK to cycle on one (It's arguably safer to go against the traffic flow...much like walking along a road without a footpath).
Madness.