James comes across as extremely competitive.Whether it is meant or not his 'nicey nicey take the mickey out of Alex' comes across as trying to emulate the wonderful partnership Ola and Chris had. Don't get me wrong, they appear to get on much as many of them do, but there appears to be an attempt at over egging it. Then the marks situation. Complaining about the score isn't very 'British' but that may come across better if then they support a couple with a very good score - giving the appearance of 'fairness' all round.
It just comes across as contrived and much of this, I think, is that we now know 'on screen' James and can fathom noticeable changes.
Brendan is different. To be honest he has never changed. What he does now is what he has always done. That's why he comes across as less contrived.