The Heisman is nothing but marketing. TN has never marketed its players well enough to win. Phillip and even Hamilton would do a great service to both the program and to his players if they would make a concerted monetary and marketing push for a Heisman for EB.
Case in point: Travis Stephens. He had great stats (not drastically far off of Reggie Bush's #s), showed up in not one but TWO of the biggest games of the year a la Woodson (GA 62 yard screen for TD to win the game if not for Chavis' prevent; 226 yards rushing vs. FL including "The Run"), and the rest of the field was pretty weak that year. He never got ANY pub for the Heisman, and that is completely attributable to the administration and coaches.
Of course there is Peyton, Shuler, and even Majors as well. A Heisman is a huge selling point in recruiting, and deserves some of those massive recruiting $$s we spend.