i have enjoyed dilbert's work for some years and have a couple of his books (dont know if i have the book you mention, san). one of my cousins, an iit grad, used to know scott adams when they both worked at pacific bell's facility in pleasanton, calif. (no, they were not friends, so my cousin is not the 'asok' prototype.)
one can say any publicity is good publicity, i suppose.
but it appears adams' reaction to iit grads is a mixture of awe for their skills and derision for their FOB-ness (i guess that is the usual american difficulty in understanding that other cultures in fact do exist and have perfectly good world views of their own.)
it's not written anywhere that cartoonists have to be free of biases. i remember gary larson, the offbeat and really funny guy with the anthropomorphized animals, was hauled over the coals for some kind of bias (was it against women or non-whites, i dont remember.)