I'm wondering what's the point of the guitar and hoopla? If they are trying to promote CouchDB, I would hope (dear God, I would hope) developers would choose d

I'm wondering what's the point of the guitar and hoopla? If they are trying to promote CouchDB, I would hope (dear God, I would hope) developers would choose databases based on technical merits and not image. I think image-based advertising would go better for soft drinks and such. Are they trying to go viral by hitting the delicate sweet spot of so-bad-its-good?