I think what they mean is "no one who is in a position to give me the job I want is going to read this", they clearly went to the author because they think his help will increase their chances of getting that job.
When writing a cover letter, which is quite common when doing direct applications in Switzerland, I never know who I'm addressing, and knowing your audience is a key factor when designing poignant communication.
Will it be a HR person? A tech lead? A team lead? Will they appreciate the ugly-but-hard-to configure LaTeX template I used, the hand-coded postscript to generate the symbols for the telephone and the letterbox? Will they know that if I write "C" in the list of programming languages, that does not mean I am proficient in C++? That a seemingly tangentially related job I am mentioning is actually solving the same problem, but in a different industry?
The result of this is that most cover letters I have written contain generic platitudes, to the point where I now have a makefile and just make minor adjustments like company names and addresses, plus some tweaking, before sending it out, with a reasonable success rate.
Now that I'm thinking about it, maybe it is true that nobody is reading these.