Even the smack packs say you can just whack them and toss them in after they take off.
Well, yes, it does. But Prego brand spaghetti sauce says on the label "real Italian flavor!" I don't know if you've ever had Prego, but I would say the label may be inaccurate in that claim.
In other words, marketing is marketing. Not that they are lying, exactly, but the Wyeast label should say something more like, "Pitchable in wort up to 1.060 wort IF the yeast is extremely fresh, has been handled brilliantly by the shipper and LHBS, and by the homebrewer and never once been out of refrigeration or too cold either". The maybe a disclaimer, "if the yeast is more than a week or two old, use in 1.045 beers or less, unless you make a starter".
Their website does say this: The Activator package contains a minimum of 100 billion cells in a yeast slurry.. The Activator is designed to directly inoculate 5 gallons of standard strength ale wort (1.034-1.060 SG) with professional pitching rates. Alternatively, for pitching into cold conditions (34-58°F/ 1-14°C) or higher gravity wort, we recommend increasing this pitching rate. This can be achieved by pitching additional Activator packages or by making a starter culture. Please see the Pitch Rate section for additional information.
And then on their "Pitch Rate" section:
http://www.wyeastlab.com/hb_pitchrates.cfm
The Wyeast Activator (125 ml) smack-pack is designed to directly inoculate 5 gallons of standard ale wort (O.G. < 1.060, 65-72°F). When brewing high gravity beer (O.G. >1.060) or cold fermented lagers or ales (
<65 °F)) additional yeast will be required. An Activator contains approximately 100 billion cells which will deliver
slightly less than 6 million cells per milliliter to a 5 gallon batch of beer.
Pitch rates make a dramatic difference in the final flavor and aroma profile of any beer. Ester production is directly related to yeast growth as are most other flavor and aroma compounds.
A low pitch rate can lead to:
Excess levels of diacetyl
Increase in higher/fusel alcohol formation
Increase in ester formation
Increase in volatile sulfur compounds
High terminal gravities
Stuck fermentations
Increased risk of infection
___________________________________________________
Not my words- these are direct from Wyeast. I do happen to ferment many (most) of my ales <65 degrees.