Schmaltz is term for "fat" in Yiddish. You can apply it to anything though. So if you say something has too much schmaltz, or is schmaltzy, it basically means blubbery, or wordy, or melodramatic, overdone, too much information, or plain full of baloney.
What is the Yiddish word for short and/or surly?
That may be more appropriate for Bob.
Let me ask you something. If the rule you followed brought you to this, of what use was the rule?