they are.
Their egos don't need massaging because they do plenty of that for themselves. They already think very highly of themselves. There is no reason for you to go and validate them in that thinking.
As for cheering for Utah in November... I don't know how you can do it, because I just can't. I've seen too many times where they've acted like yewtholes. Even though I don't think Max should have said what he said in public, I (generally) have to agree with him.