I don’t know if it is deliberate but Bill Belichick’s demeanor and dress remind me of the Emperor from Star Wars. It could be he is aware of this and likes such a negative image. It could be that the league promotes this image. Having an “Evil Empire” team is good for business. Baseball has done it with the Yankees for decades. It drives up ratings and attendance, as people want to see insult inflicted on teams that consistently win while theirs loses.