It must be. Networks do market research constantly to give their audience what 'they' want--usually targeted for its largest demographic within said audience.
The old adage 'What sells sells' holds true no matter the year. Stephen A. Smith knows making a 'surprise'
appearance to rip the Cowboys appeals to the audience.
The level of appeal is gauged by advertisers.
The higher the level of appeal, the more networks can 'justifiably' charge advertisers for commercials.
The more ad revenue Smith's network brings in, the more dollars he can rake into his own pockets come contract re-negotiation time.
It is cha-CHING! all-around.