While this article has some good points, I feel it's advice on how to advertise is misguided. Why does a government mandated monopoly waste money advertising?

While this article has some good points, I feel it's advice on how to advertise is misguided. Why does a government mandated monopoly waste money advertising? Every time USPS asks for a rate increase I can't help but wonder how much they spent on Lance Armstrong or the other advertising campaigns. Make your service efficient and reliable, that's your job. You haven't been glamorous since the pony express days (I know thats a myth). I want my mail to be reliably delivered at a good price. I don't want you to be slick or hip.