Giggs, someone who understands the club better than any of us (after being there 100 years or so) said in his big speech that we 'never stand still, we always give youth a chance, and we always try to play attractive football'.
People always admire barcelona for their identity and thats a big reason why people respect united as well. When mourinho was available and they promoted pep that was them saying they care more about the clubs ethos than short term success, and it paid off, it might not have.
If you can't see how mourinho doesn't fit with our club ethos then explaining it is probabnly hopeless. If you do understand and don't care, want the short term success, then fair enough, but don't pretend it's only because he 'pontificates'. He is the opposite of what united have been about for 60 years (and further maybe) and that simply means he isn't the perfect candidate. If there's nobody better available, fair enough, but lets not pretend he isn't going to be changing the ethos of the club dramatically to a hyper defensive unit with no opportunities for the kids, because there's no evidence to the contrary