(folklore) a small grotesque supernatural creature that makes trouble for human beings
<noun.person>
an object of dread or apprehension
<noun.cognition> Germany was always a bugbear for France A foolish consistency is the hobgoblin of little minds
Hobgoblin \Hob"gob`lin\, n. [See 2d Hob, and {Goblin}.] A frightful goblin; an imp; a bugaboo; also, a name formerly given to the household spirit, Robin Goodfellow. --Macaulay.
And it doesn't help any that the ad is accompanied by various quotes from philosopher Ralph Waldo Emerson, among them, "A foolish consistency is the hobgoblin of little minds."