It's an odd one. While Seedorf is clearly a stubborn guy which could bother some players, he comes across as a very likeable person working with the BBC for the World Cup.
Pundit Seedorf is a completely different animal to manager Seedorf.
As a comparison, if you watched Boris Becker as a pundit for BBC he was this light-hearted fun, quirky guy - slightly idiotic in fact.
Now he's Djokovic's coach and he is truly a completely different person - BBC interviewed him AS Djokovic's coach and the timbre in his voice was totally different and he was sensible and not light-hearted at all.
The role you're in defines how you will behave.