I think he's okay actually, I don't see the programme as one which sets out to make a fortune but to look at a broad scale of well known classic and semi-classic cars that are a bit tired and put them back on the road in a better condition, makes for pretty good tv. Some of the stuff they've done is pretty damn good!
On Wheeler Dealers he comes across as a bit of a cocky wideboy but I think he puts a lot of it on. The short series he did in Afghanistan showed him as a genuinely decent sort of guy who wanted to show the equipment the troops were using without any showboating