This Z-Files comes by way of Jerry Olson. I will let him tell you in his own words the value he sees in this piece, and second him.
“It's an interesting piece that's relevant for how we do our day 2 sessions and sample/example ads. And it's also a good lesson for our clients who need to understand that they don't need to say everything out loud/explicitly that they're trying to communicate. Finally, it's indirectly about the process of co-creation and how powerful co-created thoughts can be.”
The article: http://olsonzaltman.com/media/Dont_Mind_the_Gaps_sflb.pdf