As a professional groomer for 15 years I've learned that frequent bathing is only bad when done incorrectly and with the wrong products.
Human shampoo's are not formulated for dog skin and coats. They suds a lot and are high in detergents. If the product isn't thoroughly rinsed out it will irritate the skin. Most people are not set up like a grooming shop with waist high tubs and high power sprayers, so rinsing can be hard to accomplish. Those sad little hose attachments for faucets and over sized plastic cups for rinsing off soap, I'm sure we'd all agree, leave a lot to be desired.
One thing a lot of owners of short coated breeds forget is that brushing is still important as it distributes the oils on the skin onto the coat and lessens doggy odor and loose hair.
I personally give my dogs baths about every two weeks. Years ago when I had greyhounds, I had dogs that went their whole lives without getting a complete bath. Clean bedding is also important. When the dogs get bathed the bedding they sleep on is changed also. Otherwise what's the point? :D