Mark Cuban and writer Buzz Bissinger -- who is known for his book Friday Night Lights -- clearly don't see eye to eye on the NBA's future. Earlier this afternoon, Cuban Tweeted "Buzz Bissinger is a coward," which suddenly set off the fiery Bissinger, who questioned why Cuban was calling him a coward over Twitter.

That led to consecutive Tweets from Bissinger where he called Cuban a "spoiled rich boy," as well as other derogatory names. While it wasn't clear at first why Cuban had decided to call Bissinger out, the writer believed it had something to do with a recent column he wrote about the NBA's waning popularity.