@Region Philbis,
A fella has gotta make a buck. Good ole Dan, as do most sports-writer/talking heads, makes a buck by stirring the pot. Sure as hell no one is cheering Dan's name at any football game. He isn't trying to win a Pulitzer prize for his journalism.
However, if career media guys like Dan can be the center of something controversial, it increases the odds that people in droves will look for his column or his talking head on shows on ESPN. ESPN loves to stir the pot for the hell of it (or to boost ratings). ESPN's Skip Bayless and Stephen A. Smith have made a career of fanning flames with inflammatory comments on a daily basis.
When these go too far overboard on occasion (witness the furor about 2 weeks ago over Rob Parker for his on-air criticism of RG III for not being 'black' enough), they get fired or put out in the corn field for awhile. Meanwhile, I never caught ESPN's public apology for not censoring it before it hit the live mike in the first place.