I understand it as his vehicle for marketing his "brand".
In regard to his statements pro-UM, or anti-MSU: Guys, it's just a radio program. Bo is not attempting to lead the State of Mississippi into drinking poisonous Kool-Aid. He is only trying to "move the needle", by creating controversy. As soon as some realize it, the less sensitive they will be about his criticisms of any one program.
Do I listen? 3-5 days a week, and I enjoy it most days. I even record it on my Mac, for consumption later that day (played at double speed, and minus commercials). I'm an unapologizing radio junkie.
Does that make me an apologist or sheep? I hope to Chris Petersen's rumored Scientology deity, not! Being on the Gulf Coast, I get no other local based sports talk, other than I can get via the Internet. I also listen to Matt Wyatt, Paul Finebaum, & Rivals Radio w/ Bill King.
I take any radio show for what it is, no more or less. The point of a talk show host is not to know everything. It is to put topics out for the audience to carry. Whether it is on the phone, Facebook, Twitter, a Cellular South Android smartphone, or over a cigar-stenched, "game day" beer induced steak dinner. Some try to perpetually stir the pot. Others wish to be non-confrontational. Bo puts opinions out there that I often disagree with. So what? If I wanted to listen to blind MSU talk, I'd repetitively listen to Bully Barkline, while teasing my porn fro.
My poorly made point is this: If you don't like it, change the dial for a while. It's your time, and no one else's.