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"Grug" in this context basically just means a kind of simplistic caveperson-like mindset.

For whatever reason, the sound "Grug" is associated with cavepeople in English.

Seems to be a reference to "The Croods" [1], a 2013 animated movie in which Nicholas Cage (!) voices the caveman Grug.

Grug was a caveman character in a movie, I figured that's where the name came from.