Probably the mere mention of arch rival Salman Khan and the box office collection figures of his recent big hit " Bodyguard", and actress Priyanka Chopra, who he is reportedly having an affair with.
At the music launch of Ra.One in Mumbai, on Monday, when a media-person asked Shah Rukh what calculations he has made for his magnum opus (scheduled to release this Diwali) considering the fact that Salman has been repeatedly competing with his own films and box office collections, Shah Rukh while hiding his emotions replied, "Heart doesn't make calculations. We have made the movie from the heart."
But when he was asked about the absence of Priyanka Chopra at the huge event, a visibly annoyed Shahrukh ordered the journalist to sit down while saying, "There's Sanjay Dutt too in the film and even he hasn't come. I am glad that Sanjay and Priyanka (both the actors have done a cameo in Ra.One) didn't come nahin toh unhe tumhare sawaalon se sharminda hona padta.""
Was SRK over-reacting? Many felt so. This is rather strange because the media savvy star, who was a lesson for many in how to do one's PR, seems to be the victim of his own image.