I hear you, but I am still not sure that Columbia would have marketed Monk or Mingus to the same extent, to try to push them to #1 jazz icon. They filled other niches well -- the eccentric genius niche, for example, as well as the Angry Black musician (of course Miles had a piece of this too). Maybe I am attributing too much cleverness to the marketeers. Maybe they just gave Miles a bit of an extra push, but he spoke to a vast audience (everything up to Bitches Brew) and did the rest on his own and it became a self-perpetuating machine. It would be interesting to rerun history to see who the labels would have promoted in the absence of Miles and whether it would have worked, but I'm certainly glad we have his music.
How the heck do you think Monk showed up on the cover of Time! Columbia "moved mountains" to get this done.
Mingus always sabotaged his own self.