I think it's a little bit of both, of course the media is going to mix it up to go with the images that the people get from the former fights they have had.
He does take some things way to far though. GSP keeps his mouth shut, he's humble, and doesn't talk trash to Koscheck's fighters. On the other hand, Koscheck is a arrogant jerk to GSP's fighters-especially Cody. But, I guess that's the TV show for ya.