I'll take either, as long as it's interesting and/or funny.
I prefer sports talk, but find some subjects excessively boring. At that point, if they want to try mixing in 'guy talk' I might listen, especially if it's a well chosen subject that I find interesting, or find the hosts 'take' on it interesting.
Back when I first discovered the Ticket, Chuck Cooperstein used to talk to the offenisve coordinator from TCU on a regular basis. Great, a guy who's incredibly sports knowledgable but not very funny, talking to a guy who was completely uninteresting, about a subject that I have absolutely no interest in (college football, especially early 90's era TCU football,).
When the Hardline replaced Coop, and started talking WITH PASSION about The Soprano's, or the Wreck of the Edmund Fitzgerald, that's when I learned to appreciate good guy talk.
The ticket was a struggling mess before they ventured into guy talk and schtick, with the Musers in AM drive and Hardline in PM drive. And now they're a Marconi Winner, one of, if not the, market leader in Men 25-54, and one of the highest billers in the market.
There may not be a direct cause and effect relationship there, but there also very well might be. I know loads of casual sports fans. Who have very, VERY shallow opinions about sports. Very few of them can discuss in great depth whether the cowboys secondary would be better running a Tampa 2 defense, or what problems are exposed in their nickel package. A lot of people say they want hardcore sports, but ESPN's awful ratings prove that just isn't the case.