I've seen him playing for Santos for many years now and he has always been a cocky shit winding up opponents then crying wolf when he gets as much as a nudge. I don't like it, I don't make a point of calling him names either or having an irrational dislike for him, I just see it as a "type" that is all too often in South America. Loads of forwards try get their markers to lose concentration by winding them up, it comes right up from street football. The thing is X% do it but are not particularly good so defenders brush it off, Y% are good and let their football do the talking, then a minority are really good but still resort to it because it is clever and those two are right there.
It is actually clever, why let defenders kick lumps into you all game long? Wind them up into getting themselves yellow/red-carded quickly so they stop kicking you, and go down like you've been shot so they are a bit paranoid about getting anywhere near you for fear of being sent off. It actually works, Suárez got about 7 Argentinian players yellow carded in one game in the Copa América. Some were fouls, some weren't, who cares? It sent their defence into complete disarray as they took turns to mark him to avoid second yellows, and our single goal threat came from the resulting set pieces. By the end they were all standing off him as they couldn't afford a second sending off. It's a valid strategy, you don't have to like it to admit it.