Search Trends - Search Engine Marketing

Ask Jeeves' butler mascot was unveiled today with an extreme makeover. Trying to make the good chap appeal to a younger audience, I guess. He looked like the same guy to me when I first saw it, but if you compare the before and after pictures below, you can definitely see the difference. He's got a sharper looking suit and either some serious cardio or maybe a little tummy tuck.
I think the idea behind the "surprise makeover" is to help draw attention to their new personalized serach and local search features. It appears to have worked, at least they got the attention of News.com. I saw an article on Infoworld too, and I'm sure it will be mentioned everywhere else. Search is so hot right now, it's tough to go wrong with any type of publicity stunt, logo change, or whatever the big boys (and medium boys) of search want to do to draw attention.