My read from Rob's instruction was, stay ahead of Hamilton as long as you can.
Massa's on Prime tires and Hamilton is on Options. Each lap Hamilton is behind Massa will effectively ruin Hamilton's strategy and his tires. Thus when Massa jumps on Options later he will have a better chance to win, also gives Alonso much more breathing space and maximum points for Ferrari.
i.e. Destroy Hamilton's race day by ruin his strategy that day. Force him to do extra pit stop or stuck with Prime tires longer.
Given is Felipe Baby, he need a bit motivation. However, I think Rob Smedley was a bit emotional and impatient this season compare to previous ones. Remember he was mad when Massa's car got trouble in the pit stop (forgot where) and crussing when Alonso passed Massa in Spa.