The 'family' thing is another import from the US. Companies over there use it a lot to create inclusivity among the rank and file - it doesn't perhaps translate as well in the more pragmatic culture that we enjoy. I'm sure he was just using it in the same way - trying to foster an inclusive 'we're all in it together' type spirit. But I sense these things don't come naturally to DA and the use of the word 'coward' undermined the attempt to build bridges - however, misinterpreted it may have been.