I, for one, like the "humanization" of the aliens, because they are now trying to create a society that integrates us humans into it. Of course they will want "human" elements to it all. I'm impressed that it's not just their sympathizers and news-spinners, though, that there are actually other aliens with more personality to contend with. The fact that the Ethereals even allow this sort of thing is very interesting. What I think is happening here, lore-wise, is that the Chosen are the Ethereals' backup leaders, with enough authority and independence to carry on their goals even if the Ethereals should be incapacitated. Since Earth is so important to the Ethereals, they likely chose to overdo things this time and bring in more than one of these guys, which will wind up working against them because their competing personalities can get in the way of their mission. But as long as it distracts us from stopping the Ethereals' main goal long enough, then it all works out in the end.
This would mean that the Ethereals are genuinely frightened and disturbed by XCOM, in particular the Commander, because the Chosen's main goal is to hunt him down. That they would send forces that aren't 100% controllable suggests that they feel the need to have people on the job who can adapt and think as humans do, because that's apparently humanity's greatest strength. Fight fire with fire.