I think that one of the least inspiring aspects of this is Melnyk being the one to announce the rebuild.
When you go into a re-build, you are specifically saying to your fans that the players you see are no longer the heroes of this team. Instead, the heroes are going to be the management. They are the folks that are going to rescue the team.
So who is being presented as the hero of the Ottawa Senators? Is it someone who is well-respected in NHL circles - a Shanahan for example? Is it someone with a history of winning or turning around hockey teams? No, its a dodgy, incompetent man with a mediocre reputation as a business man and a worse reputation in hockey. How can anyone respect that or believe that it will end well.
If the Sens want to rebuild, then they should setup the management structure with smart hockey people at its core. Those people should be the ones announcing strategic decisions. That would give the Sens fan community confidence that they are going to watch the start of something great.