[cheez]

They aren't catering to stodgy, old businessmen with three chins. They are catering to a different audience and in that, they are succeeding.

Look at all the things they can communicate through use of a meme. Using the success kid meme implies that the customer would get a feeling of awesome accomplishment and it is applicable to the topic.

I am a little biased because I also use memes in my product blog posts for this reason. I suspect that they subconsciously do the same.