For a school like Iowas State? Your low opinion of ISU is not a rebuttal. ISU is in the Big 12 and can offer a competitive salary for the right guy. Mess was jumping around between FCS and the Iowa Conference AND had no experience leading this type of offense. We can do much, much better.
Rhoads did needed a guy that was an expert in his offense, whatever that may be, in order to be competent on offense. By the way, Mess's implementation of Herman's offense does not fit your "culture of ISU" argument.
By culture of ISU I do not mean understanding the offense, I mean the difference between a guy like McDermott and a guy like Hoiberg, or maybe the fact that Nick Saban couldn't win here with the types of recruits we get. I would really like to know who you exactly wanted to hire as OC?