It's not practical to have the 9 yard mark rule on free kicks. On free kicks, everyone gets into position, and THEN the R blows it in when he sees that everyone is ready. In order for a team to put their players wide, the RFP would have to come while everyone was "huddling", or not yet getting into position.
Not practical for the kicking team, and a change to mechanics that I doubt most R's want to make.
As to the original play, it's going to be a judgment call. If all he did was huddle with the team near the sideline, then stay there, I've got nothing, legal play. If he faced the field and had a coach next to him talking (a la Dabo Sweeney at Clemson), then I see an illegal intent to deceive. Without seeing it, who knows, but I lean toward legal.