I'm really not surprised.
On multiple occasions, Franklin has displayed far less couth that I would expect from the coach of a university that fancies itself to be a higher-tier institution of learning. I understand that he's there to win football games, but whether he likes it or not he's still a public representative of that institution.
He hasn't reached Kiffin levels yet and he never will. Franklin's offenses seem to be purely based on ignorance, carelessness, or just some unquantifiable, yet discernible level of dimwittedness. Kiffin is a jerk because he seems to enjoy it.
Kiffin has a passion for jerkism. He's to jerkiness what Chuck Norris is to manliness. He hit every limb of the jerkwood tree on the way down, got tangled in a jerkvine just before he hit the ground, and then got face-planted into a foot-wide knot on the trunk. Someone asked Methuselah to describe what a jerk Kiffin was and he replied that life is too short. Manti Te'o claims that he's met a bigger jerk. When Skip Bayless was told that Kiffin was the biggest jerk ever, he said that he couldn't argue with that.