In somewhat defense of the NC coach here, I recall a WR in the Harrisburg area who had tons of major offers and he did have a very good QB throwing the ball. I was excited to go watch him play, and when I did watch his game I came away totally unimpressed. Dude didn't go out on routes if he was not supposed to get the ball, didn't block, and was not open all game long. If I was not monitoring him specifically I would not have noticed him on the field. End story was that he never made an impact at his school of choice, Va. Tech. Sidenote: he actually had to go to Milford before Va. Tech.
With that being said, I am just a fan and was not the coach of the opposing team. One would think that a coach should do the proper scouting and know who the primetime players are for the team he is playing against - and I think that's where the aforementioned "scouting" burn appropriately comes into play.