Confucius

economy - Confucius as a way to confuse people

I got the same press release issued by PR firm JWT as Danwei got and was equally surprised. The press release on the book by Tom Doctoroff, China CEO of JWT is called "Top Confusian Consumer Sightings" and focuses on the Chinese sage who is often used as a easy way to frame the Chinese consumer story. That was for me reason enough to ignore the whole thing, but at Danwei Jeremy Goldkorn decided for a rant, so I have to follow here.
I have met Doctoroff a few times and he mostly struck me as a knowledgeable marketeer, who knows the China market and certainly does not need the easy solution of the "Confucius frame" to sell his story.
Confucius is a favorite way to hide ignorance at the China market and whenever the word is used (even when used at the Harvard Business Review), I doze off or (nowadays) answer my email. Jeremy:

Ah well, bullshitting is part of the game in the advertising industry. But your correspondent works in that industry too. And you can't bullshit a bullshitter.

So, the question is: is Tom Doctoroff retiring to the US market and needs the bullshit they can understand?