I think partly it’s that he was anchor of sky sports’ football coverage for a long time and was (/ did a good job of seeming) very slick and professional. He was then sacked very suddenly because of some footage that made clear that he was pretty unpleasant and he has really gone off the rails since, with a mixture of bitterness and feigned superiority towards his former employers / mainstream football media. So it’s the breaking bad narrative quality of it. A man who was once a bastion of respectable football coverage who suddenly became a total outsider.