Not a lauging matter. The a--holes who designed the memorial already rejected the suggestion by the majority of families and the FDNY, and the PAPD, and the NYPD that the names of the deceased be grouped by where they worked. The designers felt that it was important to deemphasize the individual in favor of highlighting the randomness of the destruction, whatever that means.
It means "the client has expressed the wish that there not be too many/any conspicuous memorials, which would be bad for business and tend to hold down his rents."