I still don't get it. Usually, when advertisers show someone using their product, its Brad Pitt or some other underwear model. If they want to get someone out of the ordinary, they get and underwear model at the North Pole or something. You know, subliminally telling us "use our product and you too can be an underwear model". I wouldn't think the subliminal message "buy our product and you too can be a geek in a costume" really would work too well, no offense meant to Jay (I suspect that would be the first reaction from anyone not privileged to know you). Then again, maybe these ad guys know something I don't. Could be I know something they don't.