I think it was pretty clear from the start that all the other athletes signed on to this group because of Drew, Boulder, and the general infrastructure available. Tom was Drew's high school coach and he was vouching for him early on.
Problem is, if you look at the guys on TME's roster, they ran in college under coaches like Wetmore, Rollie Geiger, Rob Conner, and Damon Martin (Adams State). So they've experienced top tier coaching. If things started to go a bit sideways with Tom both personally and in training, I can see those guys going to Drew and saying "hey, there are better options out there".
The no swearing rule really reeks of a guy who's used to coaching high schoolers rather than adult pros. Additionally, it's a huge overreach on Tom's part because he had zero to do with TME's social media/youtube branding. Also, it's not his group. It's Drew's group and he was an employee. Tom's role was to provide training guidance, not to function as an authority figure off the track, and maybe he just didn't understand that dynamic.