Sorry, but he's an arrogant arsehole. It's well documented on the 'have you met a celeb' threads. Met him at one of those food and drink shows- sooooo arrogant. He thought he was the absolute bollocks, treating fans and staff alike with disdain (I wasnt a fan, my sister was- she is no more).
This was backed up by a worker at the Lakeland shop who said that Mary Berry (the other celeb chef) had been.just lovely all weekend, yet she wouldn't 'throw a glass of water over Mr Rude if he was on fire'.