It's a business, not a flag waving venue. Maloney is probably one of the top 3 GMs in the league if you look at his Coyotes resume. You fire him, you are stupid. You fire him over a language or culture issue, you are stupid and xenophobic. The game is worldly. Are you going to trade away Hanzal and Ekman Larsson because they aren't French Canadian? No, because they are great players and extremely valuable. That extends off the ice to the front office. Talent is talent.
If my coach and GM are bringing home hardware and accolades, I don't care if they only speak Swahili. Winning is a universal language. Is QC so racially and culturally homogeneous that they can't possibly stand non french executives? I doubt it.
It's more complicated than that. It's not that Quebecers would opt not to support a team full of English Canadians, Americans, and Europeans, nor is it that Quebecers would be satisfied with a perennial lottery team that was made entirely of players from Rimouski. There's a balance to be struck between these two sometimes-competing priorities, and it's not unreasonable to want to aim for that balance.
We all want to be able to identify with the players and staff on the hockey team we support, and we all like seeing local boys on our local team; Quebec is no different from any other market in that respect. However, with the linguistic and cultural divide, it brings a new dynamic to the challenge of icing a team that the fans 'identify' with. It's not unreasonable to me for a Quebecer to want players and staff who are not only sensitive to the cultural & linguistic differences, but are also "on their side" of the divide, insofar as they can give interviews and press conferences that the fans can understand in their native language, and have a knowledge of the culture.