"Making them a man" equates more wins.
People don't realize, this has to be a 100% commitment. You can't "make them men" 80% of the time, and then do whatever it takes to win the other 20%. When he is consistent with that, it can't ever be the coach's fault. If a coach beats his players, is a complete dick, but the players know it coming in, logically they cannot complain. But players aren't logical all the time, like Sutton and Judge. Could Frank have done a better job with them individually? Of course, but to the detriment of everyone else. Its there choice to not buy in. Most coaches seem to play to win, save their jobs. Frank coaches to get the best out of his players. Results-oriented thinking is a terrible mindset to have.
Being consistently an bad person doesn't automatically translate into wins (example of player-beating coach). What Frank does well is he knows how to show his soft side at appropriate times. Also, being an bad person while showing a vulnerable side is the key to picking up chicks.