Yup. Pretty much this. The whole Mayo debacle put a lot of egg on Kraft's face and a big part of the narrative around that was "Kraft didn't conduct a serious HC search and just picked someone he knew that he was comfortable with". While Vrabel has a much better resume and history, the way the Kraft's handles this process has made a lot of people feel like they went into it with no intention of hiring anybody but Vrabel. And it might end up being a good hire, but people are right to look at the org and say "oh so they didn't learn their lesson and just zeroed in on one guy who they knew".
Imo they settled on Vrabel as a favorite from the beginning and had Ben Johnson as a backup because of his high profile. the first two Rooney Rule interviews made this even clearer and only after they got bad press they started throwing out some filler requests because Bob Kraft simultaneously cares heavily about looking bad via optics but has zero ability for nuance in how he handles things.