People who think Floyd acts like this for the SOLE purpose of selling the fight are being a bit blind. Floyd has always tried to sell himself off as likable but he always reverts back to his arrogant, self obsessed persona. That is one big reason he will never reach the superstar level of a De la Hoya. If he is not careful he will have that "villain" role pinned on him for the rest of his career. And hey...i could care less. As long as him and his fans don't try and front like it's all a show. You either act accordingly to try and reach a wider audience or you keep it "real" (as Floyd claims) and accept what comes from that.