1) Rules get overlooked all the time. I have seen dozens and dozens of coaches get a crowd to cheer, everywhere from middle school to NBA games without a technical foul.
2) The crowd cheering is not an "undesirable crowd reaction." That's a totally subjective call. An undesirable crowd reaction could be getting fans to rush the court, getting them to boo at a specific opposing player, etc. Fans cheering (instead of boo'ing that same ref, I may add) is actually a GOOD THING.
3) Just because you think Hurley is a jerk doesn't mean he was this time. Yeah, he deserved the first T pretty clearly... he might have even gotten it on purpose. The second one was unwarranted. Period.