Here's another quote from ESPN:
"When I was a kid I dreamed of playing at Notre Dame," Massa stated. "Obviously the dream changed and it was Brian Kelly and that whole coaching staff they had at Cincinnati that grabbed my attention, because they wanted me from the beginning."
Personally, I think Massa committed sooner because he didn't have as many options as James. Additionally, Massa has an injury history, so if he put off making a pledge and became injured again during that timeframe, that may have scared off any of the offers he did have secured....so why not go ahead and grab the UC schollie offer? Massa may not be as regarded as Hendrix, so some are questioning if he is "ND caliber", but he's a very smart and consistent player...in Kelly's system, Massa doesn't need a cannon for an arm, he just needs to be smart, consistent, and precise, which is what he is.
As for James, I don't think he pulled the trigger earlier because he honestly is torn between the three schools. When you look at the situation objectively, all three schools have a lot to offer James on or off the field and whether you agree with that opinion or not, you have to respect his choice to be deliberate in his method of weighing his options. Someone mentioned that James dad played at UC...well, he has other family members who played at both ND and Ohio State, so the family connection angle can be played at all three schools.
Kelly's recruiting strategy has nothing to do with Tressel's ability to close. Kelly is pulling out all of the cards to not only try to land these two in the short amount of time he's been at ND, but he's also bending over backwards to try to continue building his relationship with coaches in the Greater Cincy area in an attempt to build a fence around that area. The "Cincinnati Catholic kid to Notre Dame pipeline" angle will be played to the extreme now and moving forward as long as Kelly is in South Bend. Kelly is going to be more of a thorn in OSU's rear than people might think when it comes to recruiting, because while Tressel uses more of a soft-sell approach, Kelly is a professional salesman who doesn't like taking no for an answer.
Like you said, who knows if James will end up at OSU or not, but I wouldn't just blow off the offer as 'big deal, ND offered his classmate' and assume ND offering Massa won't affect James at all. These two are very good friends and this wouldn't be the first time (nor the last) that a program packaged offers to multiple players in hopes that a possible 'questionable' offer would assist in landing the more desired prospect. Kelly has spoken with James on many, many occasions and maybe he thought James was pretty close to ending it and picking OSU, so this is Kelly's trump card.