I don't know if Rubio is the grifter, or if it's just the people he has hired, but a presidential campaign focused on teevee advertising and exciting new "digital outreach" is just about lazy consultants pocketing all the moneys without actually having to do any work.
I've never understood the "ZOMG RUBIO IS THE GUY TO BEAT" sentiment, but in addition to that, a campaign requires a... campaign. People are going to get rich off of Rubio, but he isn't going to win anything if that's "his" strategy.