Why did they make the Burger King "King" so creepy? [View All]

[short bus president]

What is the marketing psychology? The one commercial where he's in bed with the guy when he wakes up is creepy. And the newer one where the guy lifts the windowshade and the King's standing there staring in at him is creepier still. Why does this make me want a Whopper? With fries and a Dr. Pepper? King-sized? My normal thought process does not move readily from "yer really creepy" to "please give me food."

And, a special bonus question for HEyHEY: why is it never a woman who opens her eyes/windowshades to see the King standing there, staring at her? ;-)