Another way of saying that he gets under people's skin way too easily. What he said was the kind of banter you'd laugh off if you heard it in conversation. Hardly comes across as a bitter attack.
Ah ok, maybe being nearly in my mid 30's, I'm getting way too old for all this new found phraseology! I actually agree that it isn't bitter by any means, but most are just pointing out that Jose is a-bit of a nob. This has always been him though, so nothing new. I guess when you're on top and winning things, it comes across more amusing.
For what it's worth, I loved the old Jose. The one from his first spell at Chelsea. He was a ridiculously good manager - despite some of the revisonism on here, in recent times- and he was very amusing and seemed quite a happy bloke. The Jose these days does come across as being bitter at the world and always looks sullen, like he has the weight of the world on his shoulders.