Cowherd does whatever it takes to get a reaction... he has admitted it on the air.
i agree without about half of what he says, and he is often proven demonstrably false, for example: he touted Cal as a national title contender in 2006 it didnt pan out for him, so after weeks of building them up, he didn't mention them again until November, due to an early loss.
and i very much enjoyed the way he called out Nick Saban. he didnt hold back anything on Saban, and even had his engineer play the sound of a snake hissing everytime he said Saban's name.