Hiring him may be dumb or it may turn out great................. but in the end, you can't say it won't bring a ton of interest and eye balls to the team.
People, including myself, are fascinated to watch where this goes. Personally, I would not have made this hire as it was way too risky but then again, they may have had little choice to make the move.
But again, curiosity wise, this is going to be off the charts, especially early in the season (I suspect they won't show much in exhibition games).