I kinda wonder what is not easy about saying no to such things?
"Oh man I really want to blow a lot of money on a tv ad but I'll just not." That sounds pretty easy / more of a personal motivation than anything else.
It's not easy because as a company grows and gets people from different backgrounds, you hear different signals. In this case, they likely have some marketing professionals with experience in different markets where a superbowl commercial would actually make a bunch of sense. That doesn't make the idea of a superbowl commercial bad, just perhaps not the right kind of expense for a company whose userbase is extremely online.
"Oh man I really want to blow a lot of money on a tv ad but I'll just not." That sounds pretty easy / more of a personal motivation than anything else.