The video was not an example of the club being run in an amateurish fashion. It was part one of a fund-raising strategy, it has created debate and has generated interest in the club. Ten offers of investment within the first few days seems like a good return to me. The timing is also great as there are no games at the moment and it takes the spotlight off the transfer window too.
The 'failure' of the club to appoint a CEO came about due to exceptional circumstances - none of the four shortlisted candidates took up the role for a variety of reasons. McMahon stated that he had never experienced this in his professional life.
I almost agree with you about the recruitment side of things as there is a lack of clarity - is it all on Nick Dawes? How much input does SK have.
Ultimately, the club employed a professional agency to make the video, professional people within the club interviewed professional candidates for the CEO role and our recruitment is in the hands of a professional person. No amateurs were involved as far as I can tell.