New Kia Advertising Campaign

Is it just me or is Kia's new advertising tactic a little too much like Burger King in the old days where they'd constantly compare themselves to McDonald's and Wendy's? The worst one yet that I've seen is where these two couples are at dinner together talking about their cars. One just got a Kia something, and the other couple just bought a Toyota Camry or Honda something. They start comparing features of their cars, and then the lady who owned the Toyota/Honda said as if almost to brag, "We just had AC installed!" Come on! Who would buy a Honda/Toyota without AC in the first place? And even if I bought a totally stripped down model, I wouldn't want my friends to think I so cheap when I bought my car that I had to get air conditioning installed AFTER I bought it. Goofballs!