Chipman, Chevy and Maurice know that the bottom line is winning. They might make errors in judgement, and perhaps play favourites from time to time, but I really doubt that they would deliberately put a worse team on the ice because they want to "look good". The notion is a bit absurd.
I'm going to disagree with you here. In my mind, fielding the best team is maybe the third highest priority for TNSE, and possibly not even that high. I would argue that some of the other priorities, even if totally justified, will mean this is a team that struggles to reach the upper echelons of the league. Despite what anyone says, there is no way that winning is TNSE's #1 priority. In descending order of priority:
-Run a financially successful business: Chipman has been absolutely upfront about this, and I don't blame him at all for it. For the Jets to even exist long term, they must be financially viable. We are already seeing this impact the on-ice product, given concerns around Buff and next-year's RFA's. Given the choice between improving the team and improving the bottom line, TNSE will close the later every time. Now, I happen to believe that Chipman and Thompson are taking $$$ out by the truckload and could quite easily take a smaller share in order to devote more to salaries, but as owners, that is entirely at their discretion; they don't owe us schleps anything.
-Loyalty: TNSE is nothing if not a loyal organization. Many of the Moose staff were carried over to the new club, as was the coach. Chevy got himself an extension 2 years into a 5 year contract. Only in the last year or two has the TNSE realized that some of their former employers were working for an AHL franchise for a reason. There is no doubt that it has held back the winning potential of the team over that time (Stuart, Thorburn, Pavelec).
-Commitment to the "Plan": This is always a tricky one, because any person or organization has to have commitment to their plans and way of doing business in order to be successful; they can't be changing philosophies and approaches every two months. Having said that, I don;t believe TNSE is a very nimble organization. I think they blindly follow their philosophy and don't routinely challenge it to make sure it is still the best course.
Once all of these are satisfied, then attention turns to on-ice product. I don't want to suggest that TNSE is not right to set up their priority structure this way (although I wish some were different), but to pretend that winning trumps all is a fantasy.