If anything, I feel like it's the opposite. Frat houses are places where conformity is the norm and individuals are rarely comfortable breaking out of that.
I'd think, if I were a player, having an ownership and management group who tell you, "We want to let you be whatever you need to be to allow yourself 100% commitment on the ice," would be a pretty big deal. Especially in a league so dominated by the "This is how it's always been done" mentality - any time you break out of that thinking, you can find inefficiencies in the system that you can exploit. Meruelo knows this from the business side, clearly, because otherwise he wouldn't have rocked the boat.