I agree. They've got a routine going now - fight and make up. Although this time James looked a bit uncertain and worried how about how far Austin would go.
I think James is competing to win the game as a challenge, but I don't he'll be too bothered either way, just so long as he gets to the final day. His real prize is to bag a TV presenting job. I think he said as much at quite an early stage in the show.
He's showing he can be calm and even tempered under pressure, he recovers well and quickly from set backs with a smiling and relaxed veneer. He's not the most quick witted but is able to adapt to different personalities - flatter them but throw in criticism without revealing any grudges. He's charismatic with a good sense of humour, up for some fun and horseplay. He takes a lot of care on his physical appearance and is body confident. He's aware of what works well for the cameras. All in all, he ticks a lot of boxes for TV.
I think we're seeing a fraction of James' whole character on the show - just a TV persona. He's selling himself very well, playing to his strengths and I think he would be very good in an Ant & Dec type presenting job.