Recruits aren't dumb. Agreed. But, ND is rarely winning the battles against Alabama, OSU and Clemson, and they're really trying to keep up with all the others to get in that 4-6 range every year. So, I think Kelly (knowing this) is really trying to point out what he HAS accomplished. Getting ND to the dance (only to have it turn out like Carrie at the prom).
Recruits are being wooed with the idea that they're the key to getting over that hump. They're still young, idealistic kids. They believe that stuff.
If ND is competing with (for example only) Wisconsin, Texas and Tennessee for a recruit, I think the recruit can look at where they have the best chance to get to the CFP and honestly believe it's ND.
Not saying it's going to get us where we want to go, but there is a method to the madness of the message which I believe certain recruits will buy.