Yeah I've heard that too. And that's what annoyed me so much about him and his followers when he was relentlessly bashing Silva.
I get it that he was trying to promote himself, but he just did it in such a douchebag way that I couldn't just turn the other cheek and roll with it.
It got really irritating when everytime I would say that his act is really wearing thin, and then someone would chime in with "Well you just don't understand what he's trying to do", as if I just don't "get it" and his little show is just too sophisticated for me comprehend.
No, trust me; I get it, and it's fucking annoying as hell.
Like I said before, I really like the "new" Sonnen. He's much more tolerable, and- dare I say -pretty likeable.