Another Aspect of the Future I Never Imagined

So, I was in HMV the other day and saw a couple of quite startling Wii games:

(Apologies for the blurry image, but it's probably for the best)

We now live in a future where Noel Edmonds and Keith ("There's nothing in that hedge, honest") Chegwin have next-gen console video games. What marketing drone thought that a freakish CGI Cheggers was going to do anything other than frighten children and put people off buying the product? Interesting to see that he's confidently priced at £34.99, with Noel being in the two for £3o bracket.