I'd add that if you think that Snyder is more sincere about family than Shulz and Currie, you've been duped.
Sincerity wise?
Yes.
As a motivational and teambuilding tool?
He absolutely believes in it.
So Snyder completely believes in family, but it starts as a means to build a good football team. Almost every other coach using family (tons) does so for the same reason.
Buy for fans, yeah it's dumb.