I definitely wouldn't call that "great". It's more like an anti-advertisement.
I think they should have played up the climate more and shown some better photos. Way better photos. I mean really... "cow sculls on a wall" is a depiction for Santa Fe? If I didn't know better, I'd come away from that thinking NM was dry, desolate, boring and dead... except for the odd presence of trees and grass in a park in Silver City.
Compare NM's photos to CO's:
Retire Here, Not There: Colorado - MarketWatch