Bean counters get a lot of stick. Creatives say they restrict innovation. I guess Martin Sorrell would beg to disagree as a bean counter turned adman. In fact, bean counters save many agencies from fiscal doom. However, Dave Trott's article is true; if you dilute the message then the target audience will miss it. It's the same with a job interview. If you are not fully prepared and committed then you will be a diluted applicant. If you have taken the time to put yourself in the shoes of the employer and understand what they are looking for, then you can prepare what you need to leave them in no doubt about what you meet their requirements to the best of your ability. It's not about arrogance, it's about preparation and delivery and being 'all in'.
They figured, if no one noticed the quarter page ads when they ran, then no one would miss them if they didn’t run.