They've admitted several times it's an act. He's said in the past he's taken cues from Howard Stern's show, which is to say Matt = Stern and Ryan = Gary. Gary has gotten beaten up on Stern for decades yet he's still there, loyal and a friend to Howard's. Why? Because it's an act to entertain fans. There's a reason they've had the same group at KSR for several years and it's probably not because of money because I don't think you make a killing being a co-host or a producer of a local AM radio show. If you're a regular listener, you'll notice they all beat up on each other, because they're friends and that's what you do with friends, you bust each others balls. They just do it on air.
This is the right answer. People take the things that are said and done on that show WAY too seriously. If you ever go to a live show, you will see him just absolutely railing Ryan on the air, then as soon as they go to commercial break, they are laughing and cutting up.
Matt has repeatedly said over the years he doesn’t and has never wanted to be a “typical” sports show; that what they do is an entertainment product. He even constantly jokes about his OWN gig doing the NFL Sunday morning show and how he knows nothing, that you just have to act like you know what you’re talking about on a “standard sports radio/TV show” (which I’ve always found kind of risky that he just flat out admits on air, but more power to him that he keeps getting away with it and not fired from ESPN

).
The joke is on the people that get so torn up about and upset by it. For people that follow that kind of thing, his and the show’s ratings are ridiculous. And again, ESPN keeps asking him back for gigs. Clearly, he’s doing something right.