You're wrong. He's a very clever guy actually.
People don't seem to understand that he's essentially an actor playing a role. In his case the role is a united fan. He's not really a united fan of course (he's a Forest fan) but he plays the role and he plays it really well. He gets loads of people to watch him watching a game and it's paid him well. It's even got him a regular slot on the radio
In my younger days I knew quite a few of the Coronation Street cast and they'd tell amusing stories of someone coming up to them when they were out, and getting really annoyed about something their character had done, or sympathising over something bad that had happened to their character.
You can certainly criticise what he represents, which is a group of people that social media has facilitated and includes people who monetise watching their team (if it's even their team) on TV. But there is no one remotely close to him in that field.