A delicate consideration

If you're an Ad Exec one of the delicate considerations on accounts is when you stop doing memorial ads.  There is a good example of this in the New York Times 9/11/13 issue:

All these ads appear on the first interior page.  All the advertisers have regular spots on this page.  Every year they've ALL done a special memorial ad for 9/11.

This year Baccarat chose to run an ad for a table lamp, not a memorial ad.

I wonder what kinds of discussions happened before this ad was placed....and after.

Any thoughts on the matter?