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They're clearly meant to look like Slipknot, but they don't sound anything like them which I found a bit jarring. It looks like one of those strange campaigns that manages to alienate everyone.
I once knew a guy who was sitting in a suburban Burger King when a car swerved off the road, through the parking lot, jumped a curb, and crashed through the BK's front window straight into his lap, breaking both his legs.
The guy was a dick, but I think it was the pain talking.