Stated differently, it is rigorous if you accept that A and W are what we think they are that we want to find w`, that we can as w` = argmax P(A|W)P(W).
The problem is that we can't know P(A|W) or P(W). We must choose a family of distributions (a model) that we believe they live in and then perform statistical estimation to find the best representative of those families, call them f`(A|W) and g`(W). We can induce error here in three ways (1) choosing too small a family (2) having too little data to find the best representative of our family (3) having finite resources and thus giving up before we even get the optimal one we could have found.
(1), (2), and (3) are in contention. For instance, increasing (1) can be done so we can quickly process more data to reduce (2) and (3). It's a battle of tradeoffs.
The fudge factor is induced to compensate for the fact that P(W) is somewhat easier to estimate that P(A|W) (but don't get me wrong, they're both technically difficult). That means that f`(A|W) tends to be blurrier than g`(W) (has lower Fisher information, perhaps). Considering f` and g` to be on equal ground is then pretty silly, so giving more power to the sharper model improves classification accuracy.
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The point being, it's not actually surprising that the fudge factor exists. It's more of a conflation of ideas and notation that makes it seem confusing.
(P.S. read f` as "f star", the asterisks were being eaten)