He's just playing the game. At first when he was an up and comer he was one of the most respectful fighters out there, but in hindsight, that's easy to do when you're winning. Now that's he's on the losing end, he's playing the game and trying to remain relevant by saying stupid things he himself probably doesn't even believe.
I don't think he's playing the game because he has no reason to play the game. Even after those two losses against Cain, he's still one of the most relevant HW fighters in the division, and people still recognise that he is a beast and can probably take out all, if not most of the other HW's on the roster besides from Cain.
He has no motive for playing the game when he's still one of the most popular fighters in the sport today. Sounds like he's just a bit of a bitter loser.