Eubank was a parody of himself, he did it for fun and attention.

It came to a climax for the Calzaghe fight, on his way in to the arena for the fight he walked up and down the street in his tweed judphurs signing autographs then notices the cmera filming and swaggers up to it as if it were a mirror and adjusts his tie then does his panther roar

They then played "I am what I am" over it