Is EZ Running Madison Avenue?

Mebbe I'm just not a noticing sort, but it seems to me that lately, there are more and more commercials featuring beefcake. I think it's great but I do wonder...when did EZ take over Madison Avenue?

[ame=http://www.youtube.com/watch?v=Kf4ufAwdCao]YouTube - In2ition? Shower Television Commercial by Delta Faucet[/ame]

 

[ame=http://www.youtube.com/watch?v=owGykVbfgUE]YouTube - Old Spice | The Man Your Man Could Smell Like[/ame]

[ame="http://www.youtube.com/watch?v=ENHHkJvJRdc"]http://www.youtube.com/watch?v=ENHHkJvJRdc[/ame]

[ame=http://www.youtube.com/watch?v=yC6Mvncr0pg]YouTube - New Pine-Sol 'Intensity' Commercial[/ame]

Ain't this a beautiful thing?