here's my theory. when dispassionate outside observers look at other schools, they try to answer a different question than fans do. dispassionate outsiders will essentially say "you're [insert school here], know your place, you're not that good, appreciate what you have" boring ordinary competent coach might give you a higher average number of wins per year. where a fan of a school might not care as much about maximizing the average number of wins per year. maybe they want to try to maximize the number of good seasons. it might require taking a little more risk (risk/reward, like everything else) and fans might be ok with a higher variance strategies that get them more really memorable years.
dispassionate observers put no value on hope - they don't care about maryland, they don't root for maryland, so they don't value increased hope. if edsall doesn't give MD fans hope, they will pay extra for hope. even if it means there's a chance they'll be worse.
shooting for the moon sometimes mean you hire a george mcdonald. oh well move on
edsall is the type of guy who an impartial search committee finds when they're solving a different less risky question than what fans want