Personally, NYC FC's first issue is getting a stadium in place. They will not survive over the long term at Yankee Stadium. MLS already looks foolish for insisting on as second team in LA, a team in Miami, and an Atlanta team that will play in an American football stadium.
As for Lampard, OK, another big name that gets viewers; but, I would rather MLS focus on player development internally. Find the next Donovan/Dempsey/Howard in the US. Develop a scout network in Latin America like MLB has and find the up and coming stars t the opportunity to play in the US of A. The World Cup has shown the world that the US is starting to take soccer seriously. Go to Europe and find players like Wright-Philips who can't seem to get any playing time in the EPL because they haven't been personally Knighted by the Queen (Rooney has not been knighted, Beckham has).