Maybe Rodman is extending the hand of friendship that the US administration didn't extend when Kim III came into power. Clearly, Obama's use of threat and bombast has not had much effect anywhere in the world, wouldn't you agree? And why should Rodman be expected to, on his own, seek the release of a US citizen in North Korea if the administration hasn't laid the groundwork for such a potential rapprochement with them.
I could equally argue that any American expectation that Rodman can be more than just a social connection with the regime is naive. But then again, maybe the social connection and the flooding of American culture that often comes with it could be just the opening needed to awaken a move to normalized relations between North Korea and the west, in general, and with South Korea and other Asian neighbors in particular.
One can always hope, and having hope isn't necessarily naivette.