I think its Kirk's consistent and persistent coach speak relative to his offensive philosophy as Head Coach. I was glad Tim Lester came on and dove a bit deeper into his approach as OC, which married up to the philosophy.
Kirk's thoughts on Offense:
Ball security
Be mindful of field position
Have regard for time of possession
Move the ball effectively
I suppose if you asked Kirk his philosophy on defense it would look like this:
Stop the run
Limit explosive plays
Tackle well
Turn the offense over
Pretty fundamental and non-sexy thoughts on either.
I think the fan's disappointment with the offense though the years and this OC hiring process led to a lot of people conflating the issues and becoming a bit outraged, which is completely understandable.