>he doesn't want them to know just how huge of a prick dork he is.

I think this is true, but the thing about narcissists is that responsibility for liking them and appreciating their greatness lies entirely with the people around them, not the tyrant himself.

So if someone doesn't like Snyder's position on the racist name, or a player is unhappy because they have to answer awkward questions about their racist company, Snyder would view those things as problems with the player's perceptions, not as something that Snyder can or should fix.

'a you problem, not a me problem' -Snyder's subconscious

The world revolves around him. His position is by default the center. So if the name makes some players mad or frustrated, he's way more likely to tell that player to go fuck himself than he is to change any of his personal beliefs or policies.