If you want proof of this being a hype award, look at Manti Te'o. One of those very rare defensive players to be a Heisman finalist. I'm sure it was complete coincidence that he happened to play for Notre Dame, during their best season in many years, in which they were set to play for the national title, while he got plenty of headlines for having a dead girlfriend (that didn't actually exist).
I'm sure his stat line on any other team that year without the personal headlines would have gotten him to New York. (please know this is sarcasm)