It's not hard to figure out. Cuban pays a load of $ to scrutinize refs and harangue the league about it. Cuban also hires former refs to do that. Stick, then carrot.
C'mon, don't you think other owners complain about the officials? Cuban is not unique in that capacity. He just happens to make his gripes public...causing every non-mav fan hate him and his team. Also, are the mavs the only team with ex-refs on their staff? Cuban's either a complete idiot, or a freakin genius for doing something other franchises haven't even thought of.
I don't know!