Skip Bayless is a sportswriter who is on ESPN's FirstTake in the mornings. After you listen to him for a few days, you get the feeling - no, the hope - that he doesn't actually believe the stupid things he says, he's just saying them to get a reaction. The old "There is no bad publicity" approach. The approach seems to say, it doesn't matter what people think of you, as long as they're talking about you.
This approach seems pretty commonplace in the sports world today. I'm hoping it dies out, though as I said, I'm not holding my breath.