Actually if James thinks that, he's probably... right. He doesn't have to actually win to reap the benefits. It was enough to continue to be on air until the very last day.
Love or hate him, the truth is that he'll get lots of work stemming from being on this show, and yes, from how he's acted, so in that sense he's certainly going to win.
He's a git, but people want to see gits. At least he's not Ricci, where if anyone wants to see him after this show, they're fools. James will be entertaining, even if you want to kick him in the sack by the time he's done talking.