I think that says something about his target audience. People are capable of more complex thought than "funny man is funny" and the usual base instincts that marketers have exploited to great effect. This marketing ploy adds an extra layer to customer involvement, just mildly stimulating the slightly higher faculties of the consumer base cognisance. As sentient biological super-computers that human beings are, they easily comprehend the concept and gladly exchange money to support it.