He can't helping stroking his ego for all it's worth (which isn't much).

I like an action flick as much as the next guy, but there's a time when every action hero needs to take a look in the mirror and say "Does anybody still take me seriously?" Sadly, the moment for Steven Segal to do this was about 10 years ago.
Despite the bad reviews, little payoff, and everyone cringing each time they see a new movie starring the has-been, he won't leave the world in peace. There are 3 more movies starring you-know-who in production right now, following the 8 flops he's made since 2005. What is it that makes him think people still want to see him? He's even taken to writing his own scripts (Attack Force being among them), probably because no self-respecting writer will work on such an inane level of dialogue as Segal prefers.
Even his die-hard fans are wondering what he's playing at. Instead of remembering him as a kick-butt star with an ego, now everyone will remember him as the guy that had to be dragged kicking and screaming away from the cinema, to the relief of every movie buff.