Isn't it clearly the opposite? He seems to have no ego, no desire to be liked, no care for being disliked, and little sustained happiness or frustration. He is uber-direct and says whatever he thinks, regardless of whether it's in his best interest or not, and certainly isn't bothered by upsetting people or trying to sustain some sort of marketable image. I do think this really does not translate well to many British people's expectations of public behaviour! I can't really imagine why people would like him in any personal capacity (maybe he is different when he's not working), but I love watching this completely pared-back behaviour. It's massively more interesting than the buddy-buddy sort of crap that many drivers practice, when we know deep down they'd all do anything for a championship.