@daneel & @EggyToast & @NorEsther
Oh, it's likely just a shtick, I agree. I'm sure the same could be said for Clarkson and Morgan though. It's still unpleasantness sold as a product - a human temper tantrum, i.e. the Daily Mail personified.
I guess I just don't see the appeal in watching people be unnecessarily berated when some constructive criticism could achieve more without dehumanising them. I think it's vaguely troubling when as a society we consider that entertainment.
But yes, his US shows are hammed-up massively. He at least does some talking on his UK shows - I still don't like him, as a person or a chef, but he's at least not completely loathsome. In my eyes you could replace him with pretty much any other professional chef and I'd enjoy his shows 10x as much. The reason people like watching him is that they like seeing people get shouted at; as you say, that's his shtick.