Well summed up , Sunfish.
Additionally, it can be said that Sampsom's inclusion to the board, while providing no real value to the shareholders, will provide some badly needed spin talent in the event of a catastrophic event whatever form it takes e.g. Grounding, global events, etc.
Joyce has surrounded himself with like minded individuals experienced in their respective fields, but excluded those that might question his decision making process. Sampson has good corporate experience, but the marketing "string to his bow" may be just what is needed by Joyce.