"... I’m an asshole. Much like Sacha Baron Cohen is an asshole. Although unlike Sacha, I labour under no illusions about my assholeishness..."

"... and am fully resigned to my status. Sacha, on the other hand, is so sure that he is not an asshole that his 'representatives' have been trying to stop publication of a memoir by the Australian actress Rebel Wilson in which she claims that he is one. It’s classic Hollywood. Just the sort of classy bantz Cary Grant and Katharine Hepburn got up to. Indeed, Wilson claims that Baron Cohen is more than just an asshole. She claims he is a 'massive asshole.' Which, to be fair, is no laughing matter. I think I am right in saying I am widely perceived only as 'a bit of an arsehole' (to anglicise the trope).... This story has perhaps gained the traction it has because of Wilson’s initial decision not to name Baron Cohen, but merely to reveal that her forthcoming memoir would contain tales of 'an asshole' with whom she once worked, followed by the later revelation that 'now the asshole is trying to threaten me … He’s hired lawyers … but the book WILL come out,' before finally revealing: 'The asshole that I am talking about in one chapter of my book is: Sacha Baron Cohen.'"

Writes Giles Coren, in "The real Sacha Baron Cohen has always been on show/Rebel Wilson may be right about the Borat creator, but being an ‘asshole’ is part of what makes him a comedy great" (London Times).

I'm giving this my "Streisand effect" tag!