Because “industry watchers” have such a great track record of being on the money when it comes to giving Apple advice on how to be successful. “Industry watchers” would have Apple still in the clone business, in the netbook business, and never in the retail store business.
Bringing someone from outside the company into a chairman role is one of the worst possible ideas. In what way is Apple failing shareholders? How could anyone possibly justify Apple doing anything except what they’ve been doing for over a decade?