First he said he was taking abuse at Fir Park.
When that was questioned he decided that it was his family that was getting abuse at Fir Park.
When that was questioned he said it was on social media or his kids at school.
I'm sure there were fans telling him he was useless during his long winless spell. I'd be surprised if anyone in the Main Stand was abusing his immediate family (although they may have heard fans yelling at him).
Kids getting teased at school because their dad's a football manager sounds like par for the course regardless of what team you manage.
If any of that was true, then I agree, there is no place for it - but it sounded more like excuses for his failure, and he didn't want "damage his brand". If he had been like Robinson or McCall, and told the truth that he was no longer able to get a performance from the players despite everything he had tried, I'm sure he would at least have had the respect of most fans.
I'm also sure, if his family was taking abuse at Fir Park, the club would have worked with him to stamp it out.
Of course, if you are a football manager or player who expects to go through every match without taking a bit of stick when you lose, then you are probably in the wrong profession.