I saw this a while ago so some of it could be misremembering. But he commonly does tit-for-tat advertising where the throws money around and has people fake praise him and call him a genius and say his ideas are great and his chocolate tastes good.
So he did a collab with this other creator, had already filmed the other guys video and assumed he would get his ad and praise. So he brings out his chocolate and has the guy taste his and compare to others. The guy is honest and says his chocolate is too sweet, to this, not enough that. He says hershey or something is better.
The guy’s honest review in everything he does, his integrity, is more important than the tit-for-tat from one of the most powerful youtubers.
Jimmy’s demeanor changes when he realizes he isn’t getting his fake words and he cuts the guy off fast, glares at him, and moves on, and never worked with him again.