It's all those things you mentioned - bright, even in a brand color that they can own in the market, and unique. It's weird enough to be memorable and strange enough that you pick it out to highlight. Those are all things worth $50k! The problem is messaging. Is it making fun of the customer? It looks like a bad child's drawing, what does that say about their target market? I'm not sure that having a powerful image like that can quite make up for implying your potential market is stupid people.