I don't think the WUW guys are bad humans...but I do think the fanbase that has grown up around them has fostered their worst traits.
Their idea to provide the "player's perspective" was a good one. But it is also tricky to execute. A locker-room is a brotherhood (or sisterhood), and when your brothers start cashing in on some of the secrets of that locker-room, there is bound to be some friction.
But the big problem with any self-created media entity is lack of critical feedback. If all you are judging success by is numbers, you will put out content that drives numbers with little concern for (and no mechanism by which to judge) quality. And we know what drives numbers these days: controversy and righteous indignation.
So they were going along, doing their thing, and then the summer of 2020 happened. And they were among the first to offer a counterpoint to, "Iowa's program has been systematically (if unknowingly) racist in recent history." (sorry
@Fryowa , I don't intend to go down the rabbit hole of the racism accusations here, but it has to be mentioned that this is when WUW took off).
I think it was worth raising a counterpoint to further discussion. And they tiptoed into it; it was clunky, it was clear they didn't want to get themselves into trouble, and at first they seemed pretty open to a legitimate dialogue. Their foray into this area brought them huge popularity as there were many fans out there who didn't want their team to be disparaged in any way. Anyone willing to tell them that their team was A-OK was just fine with them. And among this group were many of the worst elements of Hawkeye fandom. As they were gaining popularity and accolades from this segment of the population, they started swinging more and more heavily into, "Iowa is fine, it is the complaining players who are wrong" territory. And then they became more popular. And it kind of snowballed from there.
So you have a bunch of young guys with little world experience whose every idea (no matter how asinine) is being validated by an audience, a nonnegligible portion of whom, to put it delicately, do not reflect well on Iowa. This amplifies their ego, their crudeness, their willingness to stir controversy, etc.
I have enjoyed many of their episodes, but I got out after they decided to call a local woman reporter a very nasty derogatory term because she published an article on KF's salary. Not only was it in terrible taste, but it was the sort of thing that could very plausibly spur harassment of that journalist. I actually raised an objection (back when I had twitter); it was not taken seriously. Why would they care? Most of their audience was loving it.
My guess is in 10-15 years, these guys will look back on some of what they are putting out into the world and have some regrets. And that will be good because it will indicate growth.