Not the why yet, but apparently the word goes around:
From sport.scotsman.com

>>But he is no flannel merchant, is deadly serious about his work and must have convinced most of his media audience of the genuineness and depth of his desire to restore Hibs to the upper echelon of the SPL. <<

twitter.com

>>New insult of the day: Flannel Merchant 04:52 PM September 02, 2007 <http://twitter.com/DarkElf109/statuses/243275682> from web>>