Do you really think Elvis is interesting for NHL fans? Now is the time when you have to be interesting, have charisma, be able to attract fans even with words. Elvis can wear hats and such, but that's it. Laine, on the other hand, will say what he thinks. And his suits are more interesting. Just look at the popularity of glasses.
Or look at Kyle Connor. He's an excelent player but he isn't such popular in other towns. Look at Ovechkin, his popularity although Malkin (if only about Russians) weren't worse. Who is more popular, Josi or Makar?
I understand victories are the most important that's why we can't give him the big salary more than $9.500.000 (I count with bigger salary cap and salaries later, remember Aho) but we must think about it too. And we're the team what needs to be more popular.