While I share your distaste for the Dickeys' management style, the coverage of this translator might surprise you. Its ERP is 250 watts at 305 meters (1000 ft) HAAT from a non-directional panel antenna mounted on a tall tower about 4 miles from the center of Atlanta. Here's the predicted 60 dBu contour:
http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FX1291669.html
There are some FM stations with comparable "QRP" signals pulling respectable ratings in other major markets, like WPPZ in Philadelphia which earned nearly a 4 share in the most recent Arbitron survey (tied for 9th place with two Class Bs) with a "meager" 270 watts at 338 meters.
Many FM stations in Europe also succeed with seemingly small signals; for instance, most of the commercial facilities in Munich, which transmit from the 291 m Olympic Tower with only 320 watts. If you put the power in the midst of the people, QRP can be quite effective.