If one's job is to Sell something, then their work is to sell it (in the PR-sense). Famously, it doesn't necessarily matter hugely what the product is. Marketing skills are not the same as "folk/trad/whateveryouwannacallit" skills.

If he was hired for this expertise, then why is it all of a sudden found wanting? I still don't feel that I know enough of the story from both sides to make an informed decision. What does Nick himself say? (Or is it legally wiser for him to keep quiet?)