He's mad and confused because people are paying attention to ISU instead of Iowa. ISU Twitter is full of hawkroaches jumping in and trying to get attention for Iowa.
Sadly a lot of Iowa fans have their self worth tied to the hawks being better than ISU. They grew up talking down to friends who were ISU fans because Iowa won 15 games straight in the rivalry. Since then they are having a hard time handling that Iowa is about 50/50 against "lowly ISU".
A few years ago they were in the Rose bowl and no one was paying attention to ISU. Now Busch Light is latching onto the ISU fanbase to make money and hawk fans have to pipe up to say that they drink way more Busch Light than ISU fans.
Some people can't stand when someone else gets praises or attention. It doesn't help that ISU has a popular and promising young coaching staff and Iowa has a very consistent, but also very boring coach.
Hawk fans can't wait until Campbell leaves and talk endlessly about him leaving at the first opportunity. They can't fathom that he might actually stay and bring new levels of success for ISU.
It's all about ego. The media isn't currently stroking their ego so they are salty and petulant.