Exactly. Look what happened after the Roy trade in 1995. The team went down the crapper in a few short years, and stayed in the mediocre dumps for about 15 years, but the stands were full, the beer sold, the merchandise sold, the TV ratings skyrocketed, the franchise value exploded, etc. The Canadiens learned, as an organization, that they can pimp their brand, sell hope and nostalgia, and the suckers will lap it up. They don't need to build a winning hockey team; that's just an afterthought. They just need to go through the motions to look like they're trying, lowball expectations, and have a built-in excuse or three ready to go when it doesn't work out. Plus a whole lot of enablers in the frankly detestable media & alumni community that will carry their water.
The Canadiens are today, and have been for some time now, what the Maple Leafs were pre-Shanahan. They're approaching Ballard-era Leafs even. Until & unless they become such a deplorable embarrassment to the city of Montreal that ownership is forced to take a different path, the next 25 years will turn out no differently from the last 25 years.