I reckon Rutten is cut from the Goodwin cloth but Essendon is about 35 years behind Melbourne in its realization of where they are, what the competition is these days, and what they need to do to be successful again. It took Melbourne a very long time to understand it doesn't just "happen", and Essendon are in the same boat now (and have been for the last 20 years).
Long may it continue - happy to see them stuck in the Essendon equivalent of Melbourne circa the mid-80s forever.