What are the specifics of King's quote?
Sturdy here is more about style, I think. He is saying that the British style sounds more formal to American ears so even simple ad copy seems important, like a piece of a legal document. King is also being a bit ironic by adding the mild swearword his example, as if to prove his point that American writers, like himself, are "scruffy" and "charming" because we don't take ourselves too seriously.