Not sure when or where the captions changed, but I don't suppose it's a question of being precious - his nickname has been the making of him, hasn't it? I mean, Edward Grylls is just another posh name, surely? It turns out that 'Bear' is a nickname picked up as a baby: "Only my bank manager calls me by my real name". His bank manager must be thrilled by his appearance on such a regularly-shown TV ad!