Gordon can be douchey at times, but the guy is phenomenal and nobody can take that away from him
He is clearly head and shoulders above the rest right now and these guys or any up and comers will really have to put in the work to come up with the strategy to beat him
a lot of it is mental preparation. Gordon believes he is unbeatable and with the amount of trash he talks, it makes him put in the work to back it up. In his mind he can't afford to fail. Kind of reminds me of Floyd (only in a much smaller scale of course, as BJJ isn't close to that level of exposure)