In essence, that means the legal department's feedback can be dependent on a number of things:
1) How edgy they're feeling that day.
2) How attacked they are feeling.
3) Something they read recently about a brand that got attacked for something.
4) Whether they are sexually frustrated.
5) Whether they forgot their anti-depressants.
6) How much litigation work has recently crossed their desk.
Brands suffer when legal departments surgically remove any minor risk
that has been carefully crafted to add color, dimension, and power to
the brand. Risk is usually good for branding. But the bean counters
that run big companies hate risk, hence, they pay lawyers to reduce it
for them. But if they only knew that, from a monetary standpoint, a
more powerful brand is worth the risk.
Marketers, for some reason, never push back on the lawyers.
No risk. No bling, baby. Push back on the lawyers, and the brand will
be healthier for it. Make them earn their six figures. You'll lose the
arguement. But maybe, just maybe, they will try to minimize the risk of
having to talk to you in the future.