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.
Wars are not designed to be won, they're designed to be sustained
Doctors destroy health
Lawyers destroy justice
Psychiatrists destroy minds
Major media destroys Information
Religions destroy spirituality
Governments destroy freedom