It is the way Carl does it! Not what he does. He is just a bitter, angry, arrogant guy who is very quick to talk shit. And by putting it on the front page all the time it just makes him look really sad.
Any respected coach/ researcher which James was wouldn’t want to deal with that. Why should he? Throughout that instance it is obvious who the better man is.
Carl didn’t even appologize to James and probably actually feels good about himself now.