There is an hour-long video up at the official site featuring Arthur Blank, Rich McKay, Thomas Dimitroff, and Coach Smith discussing the "state of the franchise." It's pretty interesting (though I skipped through much of what McKay had to say). One of the highlights was Smitty telling fans to be loud and "obnoxious" towards visiting teams. He is an excellent motivational speaker - a la Chris Farley.
Most of all, they were just trying to get people pumped up - and it worked on me!