I wish the best for the franchise, but when I hear "...treating this as a massive, massive AAA title" for something that hasn't been that, I hear the Grim Reaper's scythe dragging across the ground ready to strike.
I think I know what he's saying, though. In terms of quality and the impact it made among core gamers, Dark Souls was a massive AAA title, and easily had as much mindshare as the other blockbusters of 2011. I don't see what's wrong with increasing the marketing budget to reflect that.
Also, don't forget that the Souls series have been some of From Software's best selling games in years. I doubt they'd have any problem with a bigger push on the publicity side of things.