Ego Bowl? Huh?

I saw this on the ESPN Insider and wasn't sure if this is some national info we never heard of or the guy is pulling a Mark May and has no idea what he is talking about.   All coaches have some ego, but this guy seems to be suggesting something.  Any thoughts on what he is thinking.

Why you should watch: This one is turning out to be the Ego Bowl. Everyone was already aware of Rich Rodriguez's -- ahem -- reputation. But last week a Miami trustee revealed that Mississippi State coach Dan Mullen didn't get the job at The U because of his big ego, telling the Miami Herald's Barry Jackson that Mullen "acts like he invented the game". By the way, either reload the "favorites" button on your remote or get the laptop ready to crank out some ESPN3.com, because New Year's Day is going to require some multitasking ...