Jonathan is a study of contrast. The first season he seemed to come off as a real a-hole only interested in scamming on chicks and boosting his ego. Some of that is still true in the second season, but he also is shown as a real softie who geniunely cares about his employees, his product and his girlfriend. It's very weird.
And while, I think he is an attractive guy, he just seems so surfer dude laid back, but in a bad way. I watched him on QVC and what a bore. He is one of those guys who is pretty to look at and fantasize but I would never want to carry on a real conversation with him. (Some other examples, Jason Behr from Roswell and Johnny Damon of the Boston Red Sox.