I think that was shown very clearly when after the taunting penalty on Tautua (sp?) the announcer said, "It's very unusual to see that kind of penalty from a BYU player. Usually they give you a hand up and say nice play."
Apparently he was remembering the BYU teams I grew up with, not the teams we've seen the past decade or so. National media are saying that BYU is playing borderline dirty. That's a long way from playing a hard, clean and help the opponent up type game.
The teams I grew up watching in the '80's and '90's did that. It seemed that they usually helped other players up. They would hand the ball to the officials. They got penalized a lot, but for holding and false starts, not for taunting and cheap shots. It seems that BYU has gotten away from that. Media perception will adjust and I do not know that this style of play matches the "discipline, honor" and other labels that BYU is trying to push with the team.
Just my thoughts, FWIW.