In earlier days he was just trying to be the alpha which isn't really thaaat nasty and just had some accidental moments that could be perceived as not very nice. But after the reception he got, and probably moreso after Megan's eviction, THEN he played up to it.
But anyway i know i bump pointless **** sometimes but seriously he's a complete scream and possibly the most underrated/overhated housemate of all time