Jeff,
I think your right about the PR deal. Our association seems to be very uncomfortable with anything like a "greenkeeper" image. It's who we really are, at least most of us, but our goals as a group seem to be all about recognition and achieving GM like roles. I think you'll find that the vast majority of supers are fine with being...supers.
I think Pete is mostly correct with his Nicklaus comment. But, I question whether it was good for the profession. Yes, it sure helped Pete and a few others make a boat load of money. But, Nicklaus also opened doors that should have never been opened, IMO.
Could you imagine a tour pro or other type of trained professional suddenly thinking they are a supt and seeking employment at a top 100 club as a supt? They'd have no chance. But those same people think they can seek contracts as architects. Is that really good for you guys?
Nicklaus might have driven up fees and exposure, but just imagine how much better your profession might be if it had a lot less notoriety and was regarded like other professions.
Developers don't hire race car drivers to do their road engineering.
Supers may not have the recognition that Dye talks about, but even though competition for jobs is fierce, we don't have to worry about good golfers applying for our positions. Or, trust fund babies, or other succesful professionals seeking career changes, who think they can do our jobs. They might give us grief in board rooms, but they can't truly go after our jobs without paying their dues.