Welp once again I disagree with you. As I said to BryceC, if you operate at one of the extreme's then absolutely use it on twitter, use it on the radio to point out the differences between yourself from the competition. I doubt most kids care that much anyway, but the ones that do it can make a difference, so why not use it?
As someone who does work in recruiting for a living, I think you don't understand what it is to actually compete for a living. I own a business, and if I can't convince people to use me, then I don't have a business. I point out what it is that we do, why we do it, and why they should select my company all the time. I don't rip on my competitors , but I absolutely point out our differences. We promote those differences in print, online and in person, it would be silly not to. Why should the Iowa coaches run or hide from the way they operate? It is different than most, and you can either let that pigeon hole you, or you can take the bull by the horns and let it define you in a good way by leading the narrative.