I saw that, and it was really funny.
But let's be fair, unless you're really into all aspects of hockey, 99% of people aren't going to recognize him. I think the most recognizeable front-office people are ones like Lou Lamoriello, Ron Francis, Steve Yzerman, etc...basically those we remember as players, or have been around the game for SO LONG you can't help but recognize them.
If I ran into the GM of, say, the Buffalo Sabres, Kevyn Adams, on the street, I would have NO idea who it was.