the aircraft concerned was cleared to land but did not receive the message.........and they executed a missed approach
If the crew did not receive the message then they did not receive the clearance in which case a missed approach is the only option. A missed approach must be anticipated on every approach.
you can assure yourself there is no traffic on the runway, landing might be an option rather than make a go-around.
How can you "assure yourself there is no traffic on the runway" ??? It would need an ASSUMPTION. ASSUME and aviation safety is not compatible. ASSUME makes an ASS out of U and ME.
How do you know for certain that , for example, AFS has not been cleared for an emergency crossing, or the preceding aircraft has not fully vacated, or an aircraft approaching the runway has ignored a red stop-bar etc ??
What IS the point of having AIR TRAFFIC CONTROL if you are going to DO-IT-YOURSELF ?? To land without ATC clearance whatever the crew's 'perceptions' is unjustifiable except in an emergency or when following radio failure procedures. The crew cannot possibly know the surface traffic situation.