I do love his "awww shucks" grin. He seems to be . . . for lack of a better word: normal . . . in spite of the wealth and celebrity status he could be flaunting.
I strongly dislike Federer. Maybe it's unfortunate marketing on his part, but doing commercials for the benefits of owning your own private jet and touting Rolex watches worth more than some peoples houses is hardly a way to endear yourself to the masses.
If I didn't appreciate his sense of humor, I probably wouldn't be a Djokovic fan either. I think he's maturing and hopefully, he'll keep those tantrums and poorly-timed impressions/imitations to himself.