After watching iPear Store most of us recognized the 'sassy' behavior of Freddie's towards Sam. You have a lot of interesting thoughts and theories, on why Freddie is acting like this - I'd like to hear it from you guys :)
Anyone can give his opinion on that - so not only Seddie-shippers. (Just to clarify that.)
My theory : I think he's trying to get over Sam, since he probably thinks she already moved on.
"You'd rather do comedy with a sack of yoghurt than me?" - iBalls
"At least Carly cares about me!" [Looks directly to Sam] - iStill Psycho
"Quick announcement, I am not currently dating anyone." (Sam) - iGo One Direction
So yeah. Right after iGo One Direction, Freddie began to change his attitude towards her.