I don't find anything cool about him. If he is for real about this crap, he is a stupid hothead. If he is just trying to maximizing a payday, he's doing a good job but not by looking cool but looking like a 70 year old man acting like a teenager bully, appealing mainly to that sort of crowd. No adult gets a rise out of the videos where he mumbles and repeats with shoddy camerawork, juvenile insults and some weird heavy metal. He went to try and shake Chael and get a scared reaction on the camera, and got the gangster up in his grill instead. So he makes a video where he is trying to convince himself or everyone else that Sonnen is scared, by repeating it over and over.