I just posted this in the "3.0 problems" thread and have also submitted a ticket (waiting for a reply).
I've been the coach at Arcadia in Smith World literally since day one (seasons 1 to present -- 90 seasons), and recruits with "Wants Long-time Coach" preference are all listed as Very Bad.
I know in the Beta world, everyone initially had "Very Bad" because it was a new world..... but I assume the upgrade to 3.0 wouldn't "reset the counter", so to speak.