Thats the thing, who bloody knows.
I find it rather odd that he is not involved in the committee that decides on the playing style, he is not involved in the decision around the implementation of it. It begs the question, what does he know, yet he is the first person to drop the 'total football' phrase in the media where its the first the players have heard of it too. He then says this was planned for this for the start of this year.
Either he is a moron (unlikely), genuinely clueless (which is dangerous from an owner) or he is covering.