I think the sentiment is laudable, but if you're going to get up on a high horse, you have to expect examination of your own company's approach.
In terms of marketing approaches, and the rhetoric it promotes, others are much further down the road on letting creative achievement do the talking, of having that be a core part of their brand identity and what sells their platform. In the last few years Microsoft has leaned far more heavily on comparing boxes, and the suggested inferiority of their competitor's plastic, than either of their competitors. Which is a bit funny when they're trying to move the focus away from the hardware.
In the reality of marketing, it of course depends on what you have available to sell - and I don't think there's anything wrong with that. I think Phil is genuine in terms of what he wants to see, but pontification will always court scrutiny, and clearly he has to see the reality of selling what you've got. Maybe when Microsoft's own creative output ramps up its own marketing department will get the memo.