I think that this behaviour, along with the reaction to negative reviews of books on Amazon exposes the falseness of an on-air persona which is seemingly jolly and matey. Once you start to see other character traits portrayed in other media, you can spot it a mile off.
This is not only something which you can end up detecting in TV personalities... aren't there people that you liked from afar that as you got to know them better you wished you didn't? I know I've met superficially nice (and physically attractive) people who on closer acquaintance turned out to be anything but. Ugliness on the inside always leaks out in the end.
