Because he's wearing Pitt Vipers....I guess? Their shtick was being "ironically cool", and the kids were into that a few years ago. If Beamer is cool, it's definitely ironically. But, me being aware of it probably means it was over long ago.
Let's concede that Shame is cooler than Josh. OK, that out of the way, Cock fans, our coach is winner than Beamer. You can pronounce or spell that whatever way you prefer way prefer, and ole Josh still wins. And that's what really matters.