It's his personality, he's an arrogant asshole, which in other sports like boxing/mma this approach is profitable, but in bodybuilding it isn't. Look at humble genuine down to earth guys who are making money like, Seth Feroce, John Meadows, Jonathan Peters, these guys are making big money because they are relatable. They all have that blue collar, hard working, genuine personality. Phil tried to be the Mayweather of bodybuilding and it's a terrible marketing decision.