What does persistently come over with Mason on-air is this desire to be liked and admired. His shopping ‘Gang’ with him as the ‘Leader’ of it. Regularly he says he doesn’t care what those who don’t like him (I assume he means on social media) think of him. But by saying it so often you feel he actually really does, which links back to the first ‘desire’ point. The ‘Beautiful Bald Fella’ a case in point. He says it almost in a comedic, detrimental and ironic sense. As if he doesn’t really mean he believes he IS bald and beautiful - the opposite, in fact. But look deeper into it and along with all his other cheeky chappie, blessed to feel music, men admiring his shoes and aftershave in pubs type patter, the probable truth is you DO have here a man who really does believe he is attractive, charismatic, talented and a great sales person. And one who does take extremely sensitively and personally, any views he sees that contradict those beliefs. In turn, he reflects back to us as sales points, that most if not all of the male members of the Gang, live lives so needing of approval, we aspire and yearn to have star struck hairy-arsed dockers in the boozer, tap us on the shoulder and ask us what footwear we have on, or why we smell so good. In other words- you buy in his world to regularly satisfy the burning and insatiable need to be valued by and accepted by others. That tells you much about the values and needs of the seller, but little of the target buyers’ he thinks he influences.