It's just a marketing loy to introduce Ken's new "friend" Bruce.
Brings to mind a true story...
About 30 years ago, the Alaska State Ferry System was getting ready to purchase a new ferryboat, either to expand the system or replace an old one, I don't remember.
So they had a contest to name the new boat. People came up with the expected names, like "Aurora" or "North Star" or other appropriately Alaskan names.
I was eavesdropping on a discussion about this, when my friend Larry said, "What to name the new ferry? I think they should call it Bruce."
tanstaafl.
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"There Ain't No Such Thing As A Free Lunch"