Giving people free HD is a big deal.
DISH asked us to come up with some national television spots to announce that they were going to begin offering HD service for free. And we thought that was a pretty big deal. So we came up with this little bit of astronaut silliness, where we showed just how difficult (read: easy) it was to provide this unbelievable service to the masses. In the end, people really seemed to like it. And DISH was happy too. They had never done any work that got so much praise from their customers. Except maybe for all the work they put into getting people free HD. People seemed to liked that too.
So we made it an even bigger deal.