Urobuchi said on tweeter, that everything he said was LIE. Production team was even thinking of hiding the name 'UROBUCHI'. It was pretty much impossible, so what they did was counterattacking this anticipations and releasing 'fake' advertisement about Urobuchi being 'slice-of-life' writer and such. Urobuchi was saying that he is glad he does not have more burden of hiding the truth.
Nevertheless, the above chart is increaing BD ranking of madoka. It's destined winnter.