You missed the most important part of what Steve wrote:

“Beware all you hipster creatives who think your ivory tower, insider coolness will be welcomed by all. Hardly. Remember, there’s a whole lot more people living outside your world that in.”

and then…

“Somewhere along the line, this industry forgot that Super Bowl ads still need to accomplish what advertising is meant to do: sell. It’s perfectly fine for advertising to go for the laugh, the tear, the shudder but it still has to sell or else it’s all a pointless waste of money. It’s too bad that many in the industry creating ads have forgotten that and have put too much effort into the creation of entertainment at the expense of advertising primary function: to aid in the movement of product from manufacturer to consumer.”

To me, those two comments combined say it all. Young hipsters, thinking everyone thinks like them. Everyone will ‘get it’ and think that the ad was a riot and that these two guys (a favorite target of ridicule) are idiots. And because of that, we’ll sell more Snickers bars. Those that have a problem with the ad are like the guys in the ad. Morons. And/or homophobic.