tax time for hipsters: h&r block commercial appealing to (or mocking) bike culture?

This H&R Block commercial is weird on many levels. The whole bike fetish/lifestyle thing, for one, seems an odd example for enacting a fake-free sales pitch (I’m sure there’s some name for it in advertising), and for the K-mart of tax returns?! I don’t get it. Are they appealing to this small hipster audience – the kind of person who writes in a related thread (after listing all of its stats including its $1100 price tag!): “I actually enjoyed seeing a bike not being marginalized in mainstream communication.” – or mocking them? Maybe they’ve just got the market so cornered that like Geico they can do whatever they want. Unlike Geico, however, this ain’t funny or clever.