If everyone knows who Tom Lynch is, what would he actually do as an ambassador that would justify his extra money? How would we ever know he is doing these things? This is just making sure that you never get close to having a level playing field in the AFL.
Not everyone knows who he is, but obviously the AFL community does.
You are aware that an ambassador isn't someone who expands the awareness of themselves? Even if everyone on the coast knew who Tom Lynch was that would only be a positive, as he'd be a recognisable figure who's trying to grow the game. An ambassador would be someone who'd work to grow the game in different ways and essentially be the face of the AFL on the Gold Coast. Gary Ablett has been that person since he arrived, but with him likely not hanging around anymore it's not surprising to hear the AFL look to the next person.
Footy on the Gold Coast, and Sydney for that matter, isn't the same as footy on in Melbourne or Adelaide. Kids here are only really exposed to league. Schools only play league, it's on TV none-stop, there's next to no AFL in the newspapers or on TV aside from game-day. It's a lot more work to expose people to the game, and guys like ambassadors should play a larger role in the community doing this by visiting schools/functions/auskick etc. They would be putting more work in that the rest, not just in training or on gameday. (Although I must say thus far into there history the Suns have been awful at exposing themselves to the community, hardly every visiting junior clubs and things like that)