Well yeah. Look no further than the "brevity is the soul of wit" quote. It's taken at literal value when, in context, you know it's a joke, a potshot at the expense of the character saying it, who's anything but brief in speech.

It sounds like it's still meant in earnest, then. That it's a self-deprecating joke doesn't detract from the sentiment.

I know a fair number long winded people who like that quote and have no clue it should apply to them despite repeating it often.