This reaction -- that "most creative ideas are bad" is exactly what the article is talking about.

How are you defining "bad"? Do you mean to imply that all creative ideas must be financially rewarding to be good? Or must have literary or artistic value?

I do agree that within the context of a working environment, many creative ideas are not going to result in a net benefit to the company. But does that make them bad? Or are the cliches and the bad ideas necessary stepping stones to finding the right idea?

I would posit that the bad ideas are a necessary part of the creative process. You are absolutely correct that spending time on every idea would be a disaster. But being dismissive of "bad" ideas does not respect the creative process, and expressing that negativity to a creative team will just encourage them to be less creative next time.

I think your post proved the point of the article.