Nailed it.
My wife's brother is gay, and the first time he visited Los Angeles from Chicago he came to my buddy's house for a St. Patrick's Day get-together. Incidentally, the NCAA tourney was on. So it's my buddies and a ton of alcohol, plus UCLA was playing FL. I prepped my friends on not using the 'f' word, which was really hard for them. So when UCLA forward Josh Shipp lays an egg, who's the first one to scream at him when they bench him? Me of course, all buzzed, calling him the 'f' word, while my then girlfriend tried to get me to shut up as her brother looked on!!! And later, when the alcohol really started flowing, the 'f' bombs came out again, this time from my buddy (best man at our wedding LOL) when they showed Shipp on ESPN, with my drunk friend repeatedly calling him the 'f' word as we tried to hint at him to shut the hell up.
To his credit, her brother took it all in stride and was great about it. I apologized and the party was actually great, save for our moments of stupidity/homophobia. But imagine if you were him? The 'f' word is a synonym for anything derogatory that guys love to use, and we used it right in front of him. How awkward must he have felt? Think about a word that would humiliate you, and think about people using it over and over again, right in front of you. From that day, I don't use that word anymore, or at least I try really, really hard not to use it (when you've played sports all your life that word has been ingrained in you, unfortunately).
But as a head coach of a university, you damn sure better not use that word. It's extremely offensive, whether you agree with that lifestyle or not. He knew he screwed up, thus the lame-ass cover up that was almost as appalling as his language. He deserved the suspension IMO, and he's lucky he still has a job. If that were CW, you can bet your sweet ass that he would be fighting for his job right now...