Not really caring about the Lightning org's motivation, just care that they're interested in helping us do what it takes to reach the next level. I agree with a prior poster that advice from the group that has helped elevate the Lightning's status so high is something USF can't ignore, and I'd love to see us invest in their top 3 ideas, to start. It doesn't initially have to be all or nothing--handle it in phases and see how it works out.
As to the "why" OP, that vid's a good summary. We do this to build the program and garner interest from fans & recruits. If we did nothing post-season, we definitely finish losers. Now they have a little momentum and a resume builder, and if they win, even more so.