You weigh the risk vs the reward and try to delicately manage it. Coach Smith did a fine job the first year with Ford Focus, most college wrestling fans didn't even know who he was until the Championships when he had the bizarre interview. Year 2 is when JS had his work cut out and it appears from afar, he was not up to the task, but he unquestionably did a great job year 1 and Focus happened to break the longest individual champion streak in Oklahoma State history.
This is more a function of Farrari being an egotistical POS whose head swelled too fast following his year 1 success, and I suspect it was multiplied by the current age of social media + NIL bootlickers. John Smith has done enough good to not be taken down by a narcissist like Ford Focus.