Risk as Sales Support?

Article in FTFM yesterday saying that the risk function is being ignored by asset managers when formulating new financial products.This seems consistent with some recent comments from one risk manager who said that their role was a lot to do with sales support i.e. to convince potential investors that the asset manager has good risk management capability. Given all the discussions on the sell side about the role of risk managers and the risk function, sounds like the debate should open out more onto the buy-side too.