What Does It All Mean?

A live ad that generated huge coverage here and lots of brickbats. I felt short-changed because regardless of the skill involved I was expecting a much bigger team of sky-divers simultaneously spelling out the Honda name. I then started wondering why the chutes weren't branded so as to reinforce the sponsor in my mind in the frankly boring last thirty seconds.

Now, many people will rightly point to the undeniable expanse of free media that resulted from this "event" , but there's clearly a danger that such a media cicrus leads to the heinous sin of under-delivering. If I'm being this picky, does that mean it's a bad ad? Does it mean that I wasn't wowed by something that had been over-promised. Is it all about the advertising industry and not much about Honda?

Addendum: Couldn't they have spelled out Honda with canopies along these lines?