Gruden supposedly asked for the clause in his contract that would allow him to opt out for a HC gig to be removed.
He isn't trying to keep everyone on his side because he wants back in so bad, he's trying to talk up obviously bad teams for the sake of making it sound like better TV.
How is that so hard to understand? The dude was a head coach in the NFL, do you think he really believes that the Chargers or Jags are great teams? Or that Rivers is better than Brady Schaub, or Big Ben this season? No. It's talking for the sake of talking. It is what he's paid to do. He's the color commentator. He has to say these things to make the game sound good, better than it really is.
Gruden loves what he does, and if the thing about him asking for the opt-out of his contract to be removed, he isn't going anywhere for a long time.
Who the hell is going to watch a game advertised as "The worst two teams of the AFC's worst two divisions battle it out for last place!"