He's built a weird split-persona and it's kind of odd because a play-by-play guy should generally be a man of the people. Some are bigger homers than others but almost all of them are there to give the fans a good experience while listening to the game. Wilner does this too. I don't mind his play-by-play.
On the flipside, for his post-game show he's taken on the role of a heel where he invites idiot callers on and condescendingly mocks them each and every night. It's not really for me, but if he got on there and was nice to those moron callers it wouldn't be for me either. My guess is Wilner gets pretty good ratings with his style kind of like Skip Bayless and Stephen A. Smith do in their roles as heels.
But the two personas don't really mesh well at all. His heel persona really drags down the popularity of his play by play I think. But man, most of those callers are pretty retarded.