I'm going to throw this out here with the understanding that it's nuts and way outside the box. But entertain me for a minute.
Urban knows that repeating is hard. He had 2 opportunities at Florida and failed. What was the consensus opinion of the Buckeyes coming into this year? "They are LOADED. Their QBs are 'an embarrassment of riches'. The best collection of talent in the country. They were a year early last year, but 2015 was the year Urban was targeting for a championship run. After a road game at VT, they will not see a team that can beat them until Nov 21. This is the unanimous #1 team and there is a wide gap between them and the next team. They are a huge favorite to repeat." All of that is poison to the psyche of a team trying to play and win a 15th game.
So, what does a coach who has done this before and failed, and who has a psychology degree, do? He plays mind games with his players. He creates difficulty, doubt, anger, controversy, and the like. He lets them go against VT because he had to win that game, but Hawaii and NIU (and more to follow) could be won with a lack of continuity on offense. Buckeye Nation starts doubting this team. Poll voters start abandoning them. Pundits say they don't even belong in the top 10 the way they are playing offense. In the process he gets the real disrespect and doubt he needs to place a giant chip back on their shoulder and have the motivation to take it all the way through 15 games. The only tricky thing is when to stop the intentional discombobulation and begin building them into the world-beaters we know they have the potential to be.
For the record, I don't believe that is what is happening here - that Urban has orchestrated these struggles. But I do believe he can use them to take this team to that world-beating place. It's a theory, anyway.