I have never watched GBBO so have never seen him "at work" so to speak but every time I read an interview with him I am struck my his incredible egocentricity.
In one, in the Radio Times a year or so back (can't find it, so I am paraphrasing) he constantly turned innocuous questions into opportunities to say about how famous he is, and how many women fancy him, and how people say he looks like Elvis but he can't see it himself. 
It went a bit like this: Q: What do you watch on TV? A: Well I certainly don't watch myself! People say I'm a sex symbol but I can't see it myself.
Another one in the RT after he had split from his wife, he spoke of his son. It went something like: "My son is everything to me. He came from school the other day and said he had to write about someone famous and he had picked me. I said "I'm not famous" and he said "You are, Dad." I cried !" 
I read that one out to DH and even he was 
Even when talking about loving his son he has to try to turn it into how fabulous and famous he is.
In the most recent set of interviews with him, before this one, he denied having an affair at all, saying darkly "you don't know the full story" which implies that his wife was at fault. I think that shows what sort of a guy he is.
And in answer to the question "Why, if you cannot stand the guy and never watch the programme, are you reading all the interviews he gives?" - I read them because the first one which I read idly not even knowing who he was, shocked and amused me with his rampant conceit so much that I now read every interview with him looking for some more . . . and I am never disappointed.
He also refers to himself in the third person. Another "ding" on the Twatometer.