Yup, the idea of starting a thread pointing this out has crossed my mind many a time, and he isn't the only one guilty of it. Jeff has said it a few times, too, usually after when Brad speaks his mind on something. It also bothers me when he says something is "the best/worst" when he noted his dislike/hatred for that phrase sometime before E3 happened. I remember Stepto, former Microsoft man, saying something was "the best" during an E3 stream and me trying to gauge Brad's reaction to it (which was blank, I'd guess).
But whatever, can't do anything about it, except think about how many times he does say it. Which is a lot, and now it's probably going to bother people into paying attention to it more.