I used to like him, but I get the impression he believes his own hype these days. Like swearing 76 times a sentence, he doens't do it because it's him, it's the image he's trying to get across after he shouted the f-word (under stress) in Hell's Kitchen a few times.
Bit of a tosser.
He was exactly the same in the first series though, which was on before Hell's Kitchen.