What is that guy doing with all those gears?

Have you seen the IBM ads made up in Flash with the guy figuring out integration by bouncing around, falling, flying and tumbling in turmoil through a whole bunch of rotating disconnected gears? Sorry I can't dependably link to the ad since it seems to be tracking my clickpath in some very strange ways.

I can't figure out what they are trying to tell me...I have done a lot of integration projects and I definitely don't remember feeling like I was bouncing through gears. I think I was actually bouncing through global services, support, manuals and help files, but they were not gears, did not spin well, and they definitely did not look the same or even appear to have much to do with each other from a pure shape perspective.

One of us is brain dead.

I know it's a Rational ad, so maybe it has something to do with the way former Rational developers were packaged out of the blue?!? Were all IT guys just given the gears?