I mean he must be a great, sincere guy in real life because the family, staff and players around him are testament to that; but I get the sense that he is so afraid of letting his unfiltered self speak in public that he errs on the side of being terribly and obviously evasive instead.
A body language expert would likely nail him as untruthful because he has all the telltale signs, e.g., touching his nose, not making eye contact, eyes searching like he's trying to think of something to say, etc. Even in his press conferences he tends to talk while looking down at the stat sheet and he rarely looks up.
But everyone is different and we were spoiled by Calhoun, who looked you straight in the eyes and always gave you something to chew on. I think Hurley is really an intense introvert at heart, and he's just not very comfortable with this part of the job. Thankfully it has no bearing on the wins and losses.