No, really, this is a real thing that he's doing these days (link opens in new window).
A good summation of what's going on here:
"...it provides a strange glimpse into the mind of a coach that seems to be spending a lot of time worried about things that have nothing to do with his team winning or losing football games."
What's also weird about that article is that it doesn't clarify any ways that the Longhorn Network is actually, you know, hurting UT. It sounds as if Mack just thinks it's a pain in his ass. We all know Mack Brown is one of the whiniest coaches in all of college athletics, but this seems extreme, even for him. Bizarre.