The UW athletic department definitely showcases Taylor in its literature (check the weekly game notes in which he has his own section). But contrast this year with last for the offense. Chryst wants to win, and he knew his problem last year was at QB. So last year was the JT show, largely because that was his only good choice. This year, Coan gives Chryst more of the balance that he wants. That makes the team better, but gives JT fewer chances. I'd rather have a team playing for a chance to play in the Big Ten title game than a team that received an invite to play in the "Biggest Disappointment" Bowl.
The Illinois game really hurt JT's chances. Laying it directly at JT's feet, had he held onto the ball in the 4th quarter against Illinois, the Badgers are a one, excusable, loss team. But he didn't. When they lost two in a row, including a blowout against Ohio State (which wasn't until the 4th quarter, but most people just looked at the final score and his yardage, which sucked), the Badgers left the national conversation, taking JT with them.
He may not ever have had a realistic shot at the Heisman this year, but he definitely doesn't now. I'll be disappointed if he doesn't get the Doak Walker, though.