I never thought of it as a question of obscurity. If anything, Coltrane (and jazz in general) is always the safe go-to reference in media/advertising to represent black professionals because to a white audience, Coltrane is somehow more "dignified" than a hip-hop reference, and everybody's happy. It is annoying, but Smelodies' point is just as valid - you can't win either way. It would just as dumb if he said he said "Play some Dream Theater."