He is a very creative chef and a talented TV reality show maker. He swears a lot. Pokes fun at other chef's (they are all "gob shites" to him) and doesnt worry about causing controversy.
The key: he is a wonderful chef. Watching him on Ramsay's Kitchen Nightmares or The F Word or Hell's Kitchen you can see he is passionate about food, focused on simple dishes that taste simply amazing.
His autobiography Humble Pie is a must read for those wanting to join the trade (as is Heat by Bill Buford) - gritty, determined, focused, thorough - these are the words I would use to descibe him. But try his food. Any criticism you may have just go out of the window.