If you know Fran's approach to basketball, you would also know that if HIS team played the way NoDak did, he would bench people, and not for a few minutes. Disrespecting the game gets him upset big time. NoDak played hard (to their credit) but also crossed the line into chippy play on several occaisions. I watched this game top to bottom and thought I was watching a UFC fight night. The officials decided to "let it go." That's on them.
As for the ridiculous "guh-game, guh-game, guh game" conga line bit, it is a made for TV scene that drips insincerity and, in this case, could have erupted into something much worse than a minor snub. Fran was right, even though he might have had some better options (?). Hard for him to ponder those while mad as hell.