Well, my tough-girl no-nonsense side thinks this sort of stuff is silly. Yes, that's definitely it. A waste of good, potentially productive time. Completely frivolous.
But... these guys are so good at what they do.
You'll just have to click on the link to find out what has reduced my entire vocabulary to one word - "Awwwwwwwwwwwwww" - for extended periods of time.