Suffice it to say that I personally don't find this to be an effective tactic at selling laboratory equipment. I also can't find a long-term basis to think that this will bring good sales results. Personally, I find it insults my intelligence (not that I have much.)*
I'd love to know what their sales team is thinking -- who the hell thinks this is a good idea?
*I should also note that I have an aesthetic dislike of all image-based marketing attempts, which is why the web design of the blog hasn't changed in 3-and-a-whatever years.