Moral of the story is.
If you come off as a nice guy then you are going to be liked. Whether you play a bad guy to put more money in your pocket AND your opponents (Dont kid yourself Chael Sonnen put millions of dollars in Andersons pocket with his act) or not. Or some people will not like you.
If you are a douche-bag but pretend to be nice so your liked but since you are a douche-bag your douchiness always seems to find a way to come out in the open. You are going to be treated as a fake douche-bag.
I think I am warming up: Both are douches but Sonnen Douche better than Jones Douche for he(Sonnen) is after something specific as money and title shots and he chose to wear the bad guy hat while Jones is pretending he is a nice guy and failing miserably. Close enough?