There is no face of hockey in the US really. TNT was using Connor McDavid in their TV adverts last year, but that's about it.
But the US doesn't really have one. It should really be Patrick Kane ... but no one in the US knows him outside of Chicago hockey fans.
The NHL hasn't successfully really marketed a break out star, Gretzky is the only one and he became famous during his time on the Oilers.
Mario Lemieux, Jaromir Jagr, Sidney Crosby, Patrick Kane, Connor McDavid, Alex Ovechkin ... casual sports fans in the US don't know who any of these guys are. Some how I doubt Bedard changes anything.