Advertising is a silly business that I find amusing, but I'll draw from it to make a quick observation. If you're familiar enough with the advertising world, you know that there are people called copywriters who write out the lines you read in the above. They don't just make up these thoughts, there's someone called an account planner who's role it is to completely understand the target audience (guys who'd buy Johnny Walker, in this case), and distill all of that understanding into a concise, one-page Creative Brief. The idea being that the creative brief is the guiding inspiration that the creative team can then walk away with and focus their superpowers on.
I tend to point to limitation as a type of value (see: Non-linear books, and a note on art through limitation); this is something like a manifestation of that idea. Think: if you tell people they can do anything, they more often than not don't know what to do. This is why games are fun, precisely because you *can't* do anything. No one ever inspires others by saying "you can do anything!" You inspire people by saying "you can only do a limited set of things."
