There is a notion in business that corporations aren't necessarily selling products, per se, they are selling "branding." They don't necessarily care about the product as much as how you feel about the product -- the perception. For example, the Chicago Cubs don't care so much about wins and losses, they care about how you feel about the team. Even with a small ballpark, they are going to hit, what, 2mil+ attendance, win or lose, because the Cubs (and Wrigley Field) brand is so strong.
Shift over to Vin. How much of his hiring, and Martin Smith's firing, is a result of the difference in the Lanana "brand" versus the Smith "brand?"
For example, the trials likely don't go to Eugene without Vin at Oregon. USATF bought into Eugene because of the image of Vin.
Did Oregon hire a man that has the X's and O's ability to coach young men and women to run faster, or did they buy an image....but one that can produce results, perhaps primarily because of that image?