A common trait amongst successful businessmen is that they assume that level of success will translate into any venture they undertake. "I made billions in trading frozen concentrated orange juice, therefore I will be the most successful NFL owner in history."
When it doesn't work out, these people take it personally, even though they rarely accept the majority of the blame themselves. This about Snyder's ego, not the team. He would like to be successful and loved, he would be comfortable with being successful but hated, but what he can't abide is being a complete failure as an NFL owner. The easiest route for success has always been for him to step back and stay back, but that misses the entire point of him buying the team.
So my best guess is right now he feels trapped. He can't walk away without being branded a failure, but he can't figure out how to be successful and get most of the credit. He's being forced to change the name, the press coverage remains unremittingly hostile, and the fans are staying away. And yet, there's a voice in his head telling him "Just one more year, Dan, and you'll turn it all around."