The stalking horse is not the deception of the idea itself, but the deception of who the idea is coming from.
Beav is stating he has been put out by the individual with the real power, to bring claims of Gruden to the masses to cause a reaction. What does this do? It puts pressure on those against the idea, because now the idea exists in the public. The idea Gruden is coming and nothing else will be accepted.
If the deal falls through, well, Beav takes the heat from the masses, but the powers that be do not.
If it goes through, the powers that be accomplished their task, and they can either choose to come out and claim the idea as their own, or remain in the shadows.