I think the writer is reacting more to Fleck's media profile.
Fleck does get a lot of attention for the more 'quirky' side of his personality - the sayings, slogans, acronyms, the very upbeat - some might say hyper - personality, etc.
so I think some people react to that instead of his coaching. Because, for all of the more flamboyant aspects of his persona - when it comes to coaching, Fleck is actually a very conservative coach. You could even call him an 'old-school' coach, based strictly on his on-field coaching.
that dichotomy is what makes Fleck interesting - but also why some people just flat out don't like him.
now, if his coaching style matched his persona, that would be nuts - a wackier version of Mike Leach. on the other hand, if his persona matched his coaching style, he would potentially be one of the most boring coaches in the country.