That story gets people's attention because it sounds like the opposite of everything marketing departments are built to do. Contrast that with a company that hasn't done that work yet and decides to "simplify" its marketing by posting less. Doing more, or less, of what was never strategically sound in the first place isn't going to make up for its irrelevance. It's just going to waste time and money and convince leadership that 'marketing never works' in the first place, which isn't true at all. Because more or less isn't going to matter when no one was listening to begin with.