Recognizable Ohio State superfan 'Buck-I-Guy' hasn't made any new friends this week after his actions at Wednesday's Earle Bruce memorial service caused a bit of an uproar on social media.

'Buck-I-Guy' used Bruce's celebration of life event, which was open to the public, as an opportunity to self-promote his brand and put the spotlight on himself, according to several in attendance.

Much of the public outrage came after the Buckeyes superfan, decked in Ohio State gameday garb with a painted face, signed his name to a photo of Bruce, which was given to his family and meant to be signed by former players and coaches.

The-Ozone’s Tony Gerdeman posted this photo on Twitter, revealing 'Buck-I-Guy' signing the picture in character.

"There's not a moment in the day that goes by where Buck I Guy doesn't try to make something about himself," Land of 10 Ohio State analyst Ryan Ginn tweeted.

Kyle Rowland, Michigan's beat reporter for the Toledo Blade, tweeted, "Referring to Buck-I-Guy as a self-promoter is a slap in the face to self-promoters."

Buckeyes writer Gus Vogal called 'Buck-I-Guy' a "tremendous villain" despite his fan persona.

Bruce, the Buckeyes head coach from 1979 through 1987, passed away last week at the age of 87. Known for his intense demeanor, Bruce led Ohio State to three Top 10 finishes in his tenure and won 81 out of 108 games in his career.

An Ohio State alum, Bruce was an assistant for Woody Hayes and ended up succeeding Hayes as the OSU coach. After ending his coaching career, Bruce returned to Columbus and spent over two decades as a football analyst for WTVN-AM.

"I speak for many today, I stand humbled and appreciative that got chose Earle Bruce and my father to serve as my mentors and guide and teach me along this incredible journey," Buckeyes coach Urban Meyer said at Wednesday's service. "There will never be a day that I'm not grateful and appreciative to the Bruce family for allowing me to be part of your family for the past 32 years.

"A lesson learned from a life lived."

Former Buckeyes coach Jim Tressel, who coached under Bruce as an assistant at Ohio State in the 1980s, spoke of the program legend's unheralded loyalty.

“My word, if held to one, would be loyalty,” Tressel said. “When you were a part of him, whether you were a university or a city, a spouse, a kid, an assistant coach, a friend, a media colleague — once you were a part of him, kind of like you know God will never give up on you? Well, Earle will never give up on you.

“And that loyalty is amazing.”