From a business stand point they are selling season tickets right now.
In a way it is good that he is not a rookie at handling the press as an NFL player, especially a QB who is expected to deliver. He also has seen what happened to Collins, Flutie, Johnson, Bledsoe - I am sure that off camera he is being well trained.
He has had a year to observe, prepare and participate a little. It seems he has been trained by the best, now all we can do is let him show us what he has.
GO BILLS!