Let's try to keep in mind that things have changed dramatically for this program under Hoiberg. Iowa State's not that cute little program anymore with The Mayor as the coach, some nice 20 win seasons, some NCAA Tournament bids, and the team that stole the Big XII Tourney title from Kansas. Iowa State isn't the hunter anymore... they are the hunted.
Iowa State is now one of the top dogs in the Big XII and with that comes media attention that this program isn't used to. They have been a top 15 team virtually all year, they are competing for Big XII Championships, they are a team people recognize that can do damage in the NCAA Tournament, they are a trendy Final Four pick, etc...
It's an adjustment, it's a different mindset, and there is no switch that Hoiberg can flip to make that adjustment easy. Everyone better get used to it because it's only going to keep getting more and more difficult as this program continues to improve.