No, the idea is to **** them off and get them angry. They then also end up looking like a fool when they fall for your ********, when they lose their rag over you, and then again when they lose their rag over having been trolled.
Brands aim was to make himself look all important by forcing Piers to indulge his ********. A skilled interviewer would have cut Brand off and moved things along, but Piers is just sat there looking like a **** as this wasted-looking pile of cat sick wastes everyone's time flipping emptily through the pages of a book without any results to show or even care about.