Right, but remarkable and unremarkable have nothing to do with making money, but I don't really want to turn this into an argument about semantics. A similar quote that I prefer on this subject is "Be so good they can't ignore you".
I think the message is simply you're better off focusing on making a great product than making a really great ad campaign for a product.
The only reason I argue against this is that I think it would be a shame if a great product fails because of a wanting advertising strategy. I think not even Apple would be where it is now without advertising.
Sure, it would be nice to be "so great they can't ignore you", but how likely is it to be like that? Is it more effective to keep trying to create that super product, or maybe invest more to make your normal, really good product sell?
Advertising isn't a bad thing, but if your only differentiator is advertising you're probably screwed.