I don't think Bama would have to do any marketing the way this season is playing out, and winning an individual award does not detract from team play. I've always seen that as an excuse people made for not having a Heisman winner.
All of those other questions about surpassing legends, etc... are nonsense. The fact is, regardless of how you feel about it, the Heisman Trophy is a very prestigious award and Alabama deserves, and has deserved in the past, to win one. Winning Heismans has not stopped any other schools from continuing to win national championships. If Ingram deserves it, let him win it.
Furthermore, I want to see some legends surpassed. If our current players start surpassing legends, it means we are playing at a higher level and winning again. The records are meant to be broken if you want to continue to be relevant.