Yes, it's quite likely this. And to be fair to Heck, who is presently facing a brewing storm of hostility, his fundamental remit with Villa is to work every angle he can to save and pump more cash into the club's coffers. If people are displeased with Heck so far, and I'm one of them, perhaps more scrutiny should fall upon Wes Edens, who is apparently the one who pushed for the hire, and Sawiris, who signed off on it.
If the owners are willing to let the new commercial guy blow up the new badge that supporters just voted for, only to be replaced by the previous **** badge, what else will they let this guy get away with? It's the badge that represents our lowest point in decades. And we want to return to that image?
If the club values a cohesive and coherent "brand identity" as an important initiative as Villa reasserts itself on the world stage, then the last few months have been an abject failure in that regard, and because it's happening in conjunction with the positive and exciting results on the pitch, it makes it all the more frustrating, and a reminder of embarrassing episodes we've had to endure with incompetent regimes in the past.
From a marketing perspective, this badge calamity is making Villa look like rank amateurs.
Edit: And then there's the whole stadium redevelopment reversal. Really flimsy stuff from the owners.