It's a sort of understandable delusion, I think. In his view, he's on TV every day of the week(ish), for several hours every day, so he thinks he's known to the whole nation. The reality is that, most of the time, he's on TV when most of the nation is out at work, and they never get to see him unless they like Strictly rip-off shows on ice. That's been the root of his deludedness for years. He thinks everyone watches him, whereas only a really small minority actually does. And it got way worse when ITV gave him the golden handcuffs deal - he became far, far more preening and pompous from that point on, because he convinced himself he was 'Mr ITV,' even though, again, he was only doing really crap shows that were mainly shown to a tiny proportion of the national audience during daytime. He's really been a bit mad for the past decade or so because of this.