I love that he embraces the roles.I get what you mean @Hannahc546 he's just such a try hard and everything is so over produced. Most influencers don't have a photographer following them around just to get a few likes. It's so inauthentic.
And he takes himself and what he does waaaaay too seriously.
He thinks he's outdoorsy, trekking in the country (Richmond Park), getting up a 5 AM for a run kinda guy. But also a Telegraph reading, business astute, smart suited, cigar smoking business dude.
I see him more as trackie bottomed Mr Grumpy and his Little Miss Contrary.