He's just not a people person. If you get to know him, get inside his circle, you'll love and respect the guy. Getting inside that circle is a tough job though.
He's not the sleazy car salesman that promises the world and make you feel like his best friend for life after meeting him for 5 minutes. Most coaches are able to sell that to people and it's a strong component of their success.

Bronco is what he is. He's never going to kiss up to the media or fans. He's fickle, dedicated, reserved, hard working, and passionate about what he does. You have to sell yourself to him and not vice versa with him. That's just who he is.

I've worked with both types in the business world. The Bronco types were so much more competent at what they did but in the end they didn't enjoy the same level of success because they just couldn't make the deals on a consistent basis.