Have you ever seen someone lie so openly and carefree?
Lol, yes. But he has a lot more to lose than the ones I know :D
It seems to stem from his complete willingness to do and say anything in order to get his way. An extreme fear of failure perhaps.
A pride thing. He's not saving face though. He's making it worse.
His face is taking a hammering.
Much like the movie Fight Club, when the dude was punching himself and throwing himself around the room, but thought he was fighting someone else.
I think it brings to mind the movie Liar Liar, where Jim Carrey does the same thing.