things (including statements that have been interpreted as insulting to fans) and been just unapproachable and strange in the media. He's doing better this year for sure, but it's come after 9 years of weirdness and, it appears, only as a result of pressure from his superiors. People remember that stuff too when renewing before the season starts.
(Please save me the speech about how he's not really that way in real life or how his players love him. We're talking about fan perceptions, the people who buy the tickets. )