The whole thing kind of worked because I hadn't seen Big Brother for years and the presence of James did sucker me into hate-watching it.
James came across as the type of person who could start an argument in an empty room and then never let it drop. He is the kind of man who can't bear anyone else to be the alpha male and so had to constantly belittle and antagonise Audley and Gary and, thereby, seemed very unsure of his masculinity. He was constantly rude, obnoxious, argumentative and petty while always going on about 'Britishness' and 'the British way of doing things' in a kind of UKIP-y way, while at the same time exhibiting no behaviours that would make one proud to be British.
The specific things I didn't like were him criticising certain women for their unladylike/exhibitionist behaviour and saying Ola would never behave like that. His attitude towards Ola seemed very macho and, given that she does a girly calender every year, he came across as a complete hypocrite. He also advised another contestant to go to a club, pick up a woman and 'smash her back doors in' when he left the house. The way he said this was incredibly misogynistic and aggressive in tone and his most unpleasant moment on the show. He called himself the Brad Pitt of the dance world and, although later claimed this was a joke, anyone who watched it at the time could tell he really meant it. He also said all the dancers on Strictly, with the exception of Anton, were beige and succeeded by knowing how to play the game backstage.
In short, he was a complete cock and gave the impression that he must have been a nightmare to deal with backstage on Strictly because he turned everything into a major drama.