Because he is a twat?
Reckon you might be on to something here.
The thing is we know he is a twat, but he is such a good one, and he just doesnt realise.
If we werent being screwed so badly by him and his colleagues it would have a more satisfying feel to know he is such a twatish bellend of the highest order.
We finally won something-Football's Biggest Twat! Although that Shebby Singh chap at Blackburn will beat him to that, I suppose.