Well, yeah, if the club isn't straight-forward about the SG being officially backed by the club itself that opens the door for blowback.
Listening to one of the owners (can't remember his name) speak about taking his family to a Portland Timbers game and just being blown the hell away by the crowd, this was probably his idea, because he really wants to recreate that feeling for his team.
It was probably with the best intentions, just poorly executed. Though if the club is willing to finance the SG, pay for tifos, ect. but still allow the group to have almost complete autonomy would that really be so bad?
It's not with good intentions when they have a dedicated SG (the Black Army) that has been trying to meet with the FO from day 1 and yet the team would rather ignore them and create another group with a "vetted" leader.