There must have been some serious advertising and marketing...

There must have been some serious advertising and marketing groundwork going on since Aidan's appointment in anticipation of the pieces of the puzzle coming together. Whilst perhaps not overly visible and smack in the face type of presence that a marketing campaign normally has I am confident that a lot has been going on behind closed doors. Reading his track record convinces me and I am sure many others that there is no doubt his involvement and success with PIL will one day add to his reputable list of past appointments and success stories in his resume.
One would be forgiven for assuming the appointment may have been too early however I suspect your points could very well be on the money and that a staged flick of a switch on numerous occasions and various levels will start to be applied to the PIL business model from this point forward.