Why indeed?. The Coyotes front office, sales & marketing staff's been cut to the bone. Up until this past Feb/Mar, no expenditures on advertising/promotions short of press releases, their website. Zip, zilch in aggressively marketing the building itself, from sponsorship to concert & event bookings. The NHL was/is a reluctant owner as you know. They arent set-up to run one of their franchises. They havent loaned any Brainiacs' from within their ranks or drafted talent from amongst the various teams personnel to help out. They've just parked the vehicle on the curb, slapped a sign in the window, 4Sale, digital counter with a price that just keeps on going up.
Of course a guy like Jamison, even the woeful Matthew Hulsizer would have a "plan" to kickstart the machine, get er' going. The only "plan" the NHL had/has is to sell the franchise without taking a hit. The credit for the franchises' modest success leading the Yotes into the Playoffs, its Pacific Championship, Round 2 & possibly the Semi's rests with Maloney, Tippet & the players, whose jobs' have been made all the more difficult with the uncertainty surrounding the team. Imagine Maloney being told "two weeks, next month" for 2.5yrs now and he's supposed to put together a team with no guarantees & short-term contracts?. Its a miracle, a testimony to the character of hockey players themselves that their where their at, playing on pride.
Im afraid I have to completely disagree with & refute your suggestion that the NHL would be equal to let alone surpass a Jamison or really whomever in rolling up their sleeves & getting down to the business at hand. Thats just not the leagues forte', their mandate. Hypothetically, they should have done so of course, worked hard to justify what is clearly an over-priced & much distressed commodity but no, they've done diddly-do in that regard.