Some people make a good franchisee but not everyone. If you are independent and do not like to follow instructions a franchise will be a terrible experience. A former vice president of marketing has their own ideas and some franchisors do not like to pick candidates with this background. These are people who have their own vision of how things work. Unfortunately their thoughts may not be aligned with those of the franchisor.
A successful franchisor has figured out the best way to run their operation. As a result, those that follow the system, assuming location is good often become successful franchisors. If you get a person who wants to reinvent the wheel, they will probably run into all the problems that the master franchisor has addressed and successfully avoided.
Many people just want a particular franchise because they believe they can make a lot of money. They do not first determine if they will become a good franchisee. Franchisors have to screen all the candidates to determine if you fit the model of the perfect franchisee. Remember successful franchisors have more applicants than franchises available. You have to sell the franchisor why you are a better candidate than the next person. You need to prove to them why you are the perfect franchisee. Money and being able to afford buying a franchise does not always guarantee that you will make a good franchisee.