I haven’t been to mysimon.com in a really long time. Years ago I used the site regularly to do comparison shopping, but I find Google Product Search does a better job. Recently I went to mysimon and the mysimon Simon guy looks more dippy than I ever remember him.
Maybe they set out purposefully with that mission, “let’s push the identity of Simon even further and make him REALLY dippy looking. That will help differentiate us from the competition.”