why'd they make the Quaker Oats guy hot

To be clear I'm not referring to the weight loss (which is a weird enough choice on its own), I'm referring to his bewitching smile and come-hither gaze. Old Quaker Oats guy says "Enjoy a healthy bowl of oatmeal!", New Quaker Oats guy says "Yeah you LIKE that oatmeal DON'T you"

"Any notes on the new mascot design?"
"Just one: Could his scarf be erect and fluttering in the breeze, as though pointing the way towards a torrid tryst by the seaside?"

"Hey, sorry for the late night email, but I just had one more thought before we print this on 100,000,000 canisters of oatmeal: Could his hair be slightly mussed, as though he just emerged from beneath sweaty silk sheets? thx"