Does this look like someone who takes themselves seriously?

http://www.escapistmagazine.com/videos/view/jimquisition/6213-Thank-God-For-Me-The-Jimquisition-Story

All other criticisms of his show aside, I can't say I've ever understood this one.

Never watched his show but I know his reviews are fucking terrible.

Your average internet viewer lacks any sense of irony. Unless there's a ";)" smiley attached, he or she fails to grasp that something can be anything other than straight-faced sincerity.

Your average internet viewer is a bit of an idiot.

Can you really blame people? When posts say the same thing, for every two that are sarcastic there's one that is serious.

The Internet is one giant demonstration of Poe's Law.

Jim Sterling is an entertainer. There is sometimes some truth in what he writes. Which is what makes it funny (sometimes). But yeah, it's a mystery as to how people get wound up by him. He is after all, often quite deliberately trolling such people.