Why would a developer make traffic near his proposed project seem worse than it really is?

Michael Pahre wondered why the company that wants to put a Lowe's in Brighton Landing would submit a traffic report that shows traffic along Market Street that is far worse than anything Pahre, who drives the road, ever sees. He comes up with a possible answer: It would make the big-box store's plan to reduce traffic seem all the better. Lowe's goes before the Brighton Allston Improvement Association tonight.

And yes, this is the same parcel on which New Balance has proposed a mixed-use development.