Identity crisis of an ODL Course Coordinator

What does it mean to be a course coordinator (CC) for an ODL course? Some define it as "subject matter experts" while others as electronic post offices where emails get sorted and forwarded to the relevant parties (course writers, instructional designers, editors, reviewers etc. ). I believe it's neither; although we do contribute our expertise and although we act as sorting points for email, I believe CCs are billboards (poster children if you may) for an Open University.

Okey.... Before the ODL people drive a wooden stake through my heart, let me explain this blasphemy! Seriously people, do you really need such a decorated CC to coordinate a course development when the course writer, instructional designer and the external reviewer are so decorated themselves? Do you really need such a decorated CC to monitor the LMS when the tutors are so competent? Well... From what I see the CC plays a minimum part in the routine success of an ODL course. However.... the CC is the FACE of the university which is presented to the outside world. i.e. the CCs face and decoration is what attracts students to the University.

Thus, thinking about it a bit more...  when a celebrity agrees to endorse a product, it doesn't necessarily mean that the celebrity uses the product him/her self; but rather loans his /her credibility to the product. This I feel is what CCs are doing in the ODL system in most cases. If so... If CCs are lending their credibility to a course, why are we reluctant to charge what our credibility is worth just as a celebrity would for an endorsement?? Are we so weak in negotiation?

This my CC friend is the question... Think hard grasshopper!