The ND PR folks know that if the team gets off to a good start "the hype" will take care of itself as the media narrative will be "to honor Ara the team dedicated itself to recreating the 64 season (hopefully without the loss to USC). BTW the parallels are interesting ... a 2-7 that lost a number of close games with a lot of experienced players and good talent in the SO class to be, many new coaches plus new systems, and no media hype. Also don't think anyone associated with the program wants to set a public standard for success.
Also think the author tries to fit ND into a narrative for normal conference teams that can compete for the BCS bowls and, failing that still can get berths in other bowls. ND still has the national interest that with a decent record they can get to bowl with a decent payout even if it not one of the BCS ones.
BTW the author seems focused on the national polls (was a student in 64) how the votes came pouring in moving us from the outhouse to the penthouse. His focus should have been on how early wins would affect the first BCS poll in late October. Once a team gets into the top 25 then the schedule and wins or other teams loses become more critical that just the national polls.
BTW if this "is the plan" think the ND FB sales folk know it will make ticket sales tougher as a lot of people purchase based on media interest.