There would be no film nor TV without an antagonist. Sports like other mediums loves to build people up and then tear them down. Perhaps even more so than in the standard celebrity world as there are clear undeniable measurements of success and failure.
What would the last 20 years have been with out Stoops, Meyer, Bowden, Paterno (another league of his own), Fisher (Jimbo and Jeff), Spurier, Switzer, Jimmy Johnson, and of course Saban.
I'm not going to compare Mack to Deion, as it's just too different at this point. I'm not debating the core of your argument, that they were both petulant asses. However, Mack never has the "showmanship" of Prime's pedigree. Particularly, being only 4 years in to his head coaching career. Deion really is in a class of his own, regardless of any parallels to other coaches. None were so egocentric and egomaniacal 4 years into their college coaching career. He talk like and allows his players to behave like Switzer... with 4 season on his resume. 3 of which were Jackson State.