Here's where I am on this:
Michael Bidwill - One of the NFL's last great failsons. He had planned to become a cutting-edge owner after taking control from his father but has been quickly surpassed by deeper-pocketed new owners. He things he belongs with the Rooneys and Maras but everyone in the NFL fraternity thinks he's Mark Davis. Would like to win but is more interested in being seen as powerful and respected in the community. He wants to look good and smart on Hard Knocks. I don't think he likes Kyler very much but was convinced to pay him.
Steve Keim - He's a league-average GM who thinks he's the smartest guy in the room. His real skill is being able to manage Michael Bidwill as best he can so that he can focus on football stuff. He's good with the media when things are going well, and keeps a low profile when things are bad. He's been with the organization for a very long time, and because of that doesn't have deep roots around the rest of the NFL, so has struggled to develop and recruit new blood into the organization.
Kliff Kingsbury - An above-average head coach is a competitive advantage, so I really, really wanted Kliff to be good. At this point, I'm pretty sure he's not an above-average head coach, and I think he is kind of struggling to get up to average. I think that Kliff has good ideas about managing players today and stuff, but that has to be supported by a record of success, and the collapses have become their own narrative. He looks like a guy waiting to get fired or who doesn't feel in control of his own success.
Kyler Murray - An absolutely incandescent talent probably held back by an attitude and personality that expects success at the highest level without understanding how collaborative that success becomes. We're probably entering the "Atlanta Hires Jim Mora to Install the WCO Offense for Michael Vick" phase of his career in the next couple of years. We'll see how that works out. You'd like to see a Shanahan disciple come over.