Ted Dent's always made a big thing about being as much in sync with the Hawks as possible. Practice schedules are synced, he supposedly attempts to mirror their neutral and defensive zone schemes, and the Hawks have a lot of control over who gets to play which forward positions. The Hawks wanted Jimmy Hayes to be a center for a while, and that's precisely where Dent played him until he was told otherwise.
Not saying he doesn't want to win, but I think he believes the best way to win is to try and do as the Hawks tell him to do. With the Hawks adding a lot of NHL tweener talent to the Rockford roster this year, I really get the sense that they want playoffs or bust.