For 3 years and 38 million as a 32 year old? Seems like a pretty big leap of faith- I’d be more concerned about him holding up under the bigger work load. I reckon they just set the price for Hoffman. If they are trying the Dodgers strategy of loading up on arms hoping for half a season each, if you don’t care about money then I guess that’s not a bad idea.
Hicks actually produced a career high in bWAR last year (only 0.9 but that is about Hicks more than it is about starting). Track record on converting relievers is not awful, especially when you consider the reward is a pitcher throwing 3 times as many innings potentially. If it works 25% of the time it is probably good for the team because of the innings you are getting and the potential discount of a starter at reliever pay rates. It kind of worked with Schilling remember.
I don't think starting will affect what Hoffman gets paid at all. He is still looking at a 3 year deal for somewhere in the $10-$15 AAV range. Starting matters because that might be how Hoffman chooses a team depending on their willingness to let him start (or a shot at it anyway). He'll still get paid like a late inning reliever though.
MLBTR had Hoffman at $44 million four years which is a bit long but then again the Phillies, particularly, might prefer that to $45 three years. It's not really clear who is behind the idea of him starting - teams expressing interest or his agent marketing him, and if the latter, is it something he prefers? Because you're right the number shouldn't be that different and wasn't really for Holmes either.
You can't non-tender but teams like the Phillies would rather eat $11 million in hard cash than carry the $15M AAV.
Hoffman might get three years with a fourth-year option - that you can you walk away from with only the buyout counting towards the AAV. Meanwhile Holmes got an opt-out after Year 2 which I guess is supposed to allow him to get a richer new deal as a proven starting pitcher if it works out, or keeps him paid in Year 3 in either role if not.