The image Steve puts out about Louis: 'talented, creative, hard working, great voice'. The image Louis 'team' put out about Louis: 'he's just a chav, common as muck'. Chav is not a compliment in the UK. It has connotations of stupidity, bad taste, bad education, no sophistication, chips, beer, sex and TV. Laddy Lad L filtered down to the 1DHQ PR essentials. You see it in UK newspaper comments. Thats how Louis is seen here- the thick chav who knocked up a groupie. Job done you evil arseholes.