Jure Robič was a serving older in the Slovenian army, it was his job to project the image of his country, and its armed forces, as tough and resilient. It worked, he was one of the most famous Slovenes.
Steve has represented Audax in a similar way. But Audax is lots of different things. It can be a training ground for Jure Robič wannabes, and that's probably the eaisest image to sell. To others it's a community which doesn't value any individual achievement above any other. The supportive power of the collective enables members to reach inside themselves for the exceptional.
As an athletic contest the result is pretty clear, unforeseens aside. On the other side of the coin it's the support that's been given to Steve that's important, and that continuing to support Steve in the face of not achieving the record is more virtuous than if he'd beaten the record. The problem with that view is that it doesn't have an end point. It can accommodate any number of 'restarts'. But each restart will bring in less support, which enhances the virtue of those still contributing I suppose.