Are they concerned about the logistics of managing many rules, or the performance?
In the former case, consider combining a hashmap generated from a DB, managed by either your CMS or a CRUD tool if, like Alex, most of your rules actually come from things like content moves and marketing campaigns. They can be tested by your content people and then migrated into production with little effort for your server teams.
If the problems is performance, well, that's a "how long is a piece of string" question, but I've certainly worked on sites with literally hundreds of rewrite rules to support things like content migrations where there's been no measurable impact on the response times for the servers.