I would disagree with this, and I'm not one of those who puts Fred on the high pedestal like so many on here do. Hoiberg is such a humble, unassuming person, he has no idea how he "comes across," and does not think about his "image." I've reffed every year at his camps, talked with him at Gilbert events, and seen him out in public where he's approached constantly by fans. He's always the same: respectful, humble, and never brushes anyone off.
I don't like how this has played out, but if Fred thinks about his "image" at all, it's that he wants everyone to see that he's not better than anyone else.
Fred thinks about his image all the time. You don't have to take it from me, his players talk all the time about his swearing and language at practice. Don't be fooled, his ego is no less than what you would expect. He was good at playing a role.