Exactly. This saying is much like Confucius famous sayings in that you have to think it through, trying it both literally and symbolically, and move several st

Exactly. This saying is much like Confucius famous sayings in that you have to think it through, trying it both literally and symbolically, and move several steps forward logically to try and understand the wisdom it is conveying. It's not saying literally that no publicity can ever be bad. That's obviously not true and is easily disproven nearly every single day by current events. It's a broader conveyance of truth regarding the difficulty of getting noticed in a world crowded with content. Even if it's "bad publicity" there are still benefits of becoming more well known, for example. Apple is one of the few companies where that probably won't help, but it doesn't "disprove" the saying and mean we should reject it.