I reckon he's the spoilt brat that i didn't like at school. Raised with a silver spoon in his mouth, he's the first to complain when things get tough. The two jaunts he undertook with Ewan are the proof of it. Instead of lavishing in the settings he finds himself in, he seems blind to it only focussing on the difficulties.
He does seem to be piggy-backing on McGregors fame, but then at least he's doing so by achieving an amazing thing, unlike most celebrity groupies.
When you compare him to that tool who is famous for 'being Robbie Williams mate' then he's a shining example of all that's good in the world.