Steak 'n Shake's "Hat"

Every time these commercials come on air, I jump to change the channel. Or if the remote isn't near me, I simply develop a temporary eye twitch.

I won't say much more about them other than:
1. It angers me how stupid Steak 'n Shake seems to think people are.
2. Are they trying to be like the Arby's glove? (Which was a stupid campaign in itself)





Any thoughts?