Not sure what you mean by that. Most company CEOs are just business guys; at least Cold Steel's head (Lynn Thompson) is a pure knife guy who participates in martial arts and can design some pretty good blades himself.
Most knife company CEOs are pure knife guys, because most knife companies are privately held, family-run businesses. Benchmade, Spyderco, Buck, Chris Reeve, you name it, most of the decent modern manufacturers are led by knife people.
I don't really have a problem with Lynn's schtick to the same extent that many do, but I don't buy it, either. Just like I don't buy into the Emerson or Strider tactifoolery and fanboyism. Although I will give Ernie and Mick/Duane credit, they make consistently quality knives. Cold Steel doesn't. Cold Steel makes some good knives, some mediocre knives, and some pure garbage.
Most companies have budget lines, but the quality difference between Spyderco's Byrd line or Benchmade's Black Class and their primary and high-end lines is fairly narrow, so I feel confident I can rely on them. The quality of manufacture and fit and finish will still be there, just with less expensive materials. But you know that they will never turn out a product they don't feel is quality. With Cold Steel, you might get a fantastic knife... or you might get a knife made out of the cheapest material possible and finished by a drunken monkey on a 100-grit belt.
Combine that with Lynn's goofy, over-the-top mall ninja personality and marketing, and I'll pass. If he ever tones it down and can improve Cold Steel's overall quality control across the whole brand, not just their high-end, then I'll take a second look.