"Now, the real risk of aiming for something like 128is first half is having the discipline to not get excited and go out faster than that!"
This^
The danger is that you have a guy wanting to break 3, and he ends up splitting at 1:26, so now he's on 2:52 pace and waaay out of his league.
Even, or a slight negative split gives you the best chance at success.
Read this article, yes at times even RW stumbles onto something worthwhile.
http://www.runnersworld.com/racing/learn-to-pace-like-a-pro?page=2
"Consequently, I believe the ideal marathon pacing strategy is to run your first 3 to 5 miles at slower than goal pace to conserve energy, maintain goal marathon pace through 20–22 miles, and then run your fastest over the last 8K to 10K."