Every now and then, I don't mind the cockiness and arrogance of a player like this, provided he can back it up. I was a big fan of D. Sanders as well. Case can be made that sports needs players like this.
He averaged 24 points a game in the SEC tournament when they HAD to win in order to make the Tournament. He shoots it at 88% from the FT line, including 19-of-21 in the SEC tournament. Sounds like money to me.
My guess is his shtick is to aggravate people to throw them off their game. Some people who can't control their emotions will get rattled by a player like this. It's not a horrible strategy, as long as your own teammates know what they're dealing with. In this case, it sounds like this is how he's always been, so no harm no foul. I'm guessing he gets his own teammates fired up as well, hard to say.
At any rate, the Ole Miss-Wisky game could be entertaining, which would be rare for a Wisky game.