When I first saw it I thought it was bizarre looniness. But I have to admit that it has given me something more concrete to sit in my mind and mull over whether I should move to a different plan. That’s never happened with “Talk 60” etc.
Although, even though I’ve had a quick look at the plans and seen ads focused around only one of the animals, I couldn’t tell you what any of the plans involved. So not entirely successful.