Was Leno-Letterman-Oprah ad a big deal?

It didn’t really occur to me at the time that there’d be much ado about the Leno-Letterman-Oprah ad, but it seems to be getting some debate time. Seems pretty inside-baseball to me, but the debate keeps coming up – was this a smart move for NBC. As far as I’m concerned, funny is funny. But there’s enough discussion out there for me to ask the LR Faithful – was this a good move for NBC or not?