So what Bernie wants is a self-obsessed over tanned half wit with a wife who makes salary look fat. Just what f1 needs.

Taxi for Bernie. He's got enough bloody money already. You want driver personalities, then enough with the sponsors getting away with driver image murder. They can't speak out anymore because their sponsors will apparently get "upset" Look at Red Bull, no sponsorship their and the drivers are great fun.
I remember my Mum actually telling me this (she doesn't actually know anything about F1) Apparent one of Bernies daughters doesn't enjoy F1 anymore because all the personalities are gone. It's not like the old days with people like Prost, Senna, Berger et all. The drivers are told what to say and barely ever see a drivers personality come through simply because they're groomed nowadays.
If you haven't yet, go onto BBC iplayer and watch the documentary on Graham Hill now. Then you'll see just what F1 is actually missing at times. I agree with Bernie I'd like to see drivers personalities come through, but not Beckham. He couldn't have given a worse example.