As far as I can tell, they are using the surrounding land to enhance the spectator experience, such as circulation, great entry, moving them away from Washington Ave., etc.
Over time, they have not always used celebrity architects. RTJ was young, Maxwell wasn't that well known at the time, George Cobb, etc. Then, JN, JN team (Cupp) and Faz.
As per above, I do get the idea that celebrity is not as important as flexibility.......