Just to add further proof of Coach's inconsistency, the Madison convertible hippie is about 10 x 12 and doesn't have a creed. The Bleecker daily bag that is very close to the same size has a creed.
Coach is more likely to put creeds in smaller items if they are higher quality or pinnacle items. However, the bag in the listing in question is bigger than a MFF bag I own that has a creed complete with serial number. Who knows how they make these decisions.
And even more disturbing and incomprehensible is their recent decision to stop putting serial numbers on the creeds, judging from the early pictures of some bags from the Fall 2014 lines. Whatever idiot decided that should be permanently transferred to the employee bathrooms with a mop and a bucket.