Spokestroll

While looking at Sony’s Web page today, I saw this picture and was just confused:

Me troll, me like Sony Reader

I just don’t get it. What do the troll and pixie/fairy/elf/whatever have to do with the Sony Reader? It has a black and white display, and cannot play videos, at all. Nothing else on the page pointed to anything to do with trolls or fantasy books.

I had just taught a class on defining your target market, too, so that was fresh in my head when I saw this. Sure, fantasy is a major genre, but does tossing some Tolkien-esque figures on your advertising make any sense whatsoever?

Am I just missing some really funny joke?