Getting attention the wrong way

I have just come upon a promotional item produced by the United States Parcel Postal Services that attempts to sell the use of direct mail as a means of reaching Boomers.

The data it contains is a few years old and not really that much use (i.e. 95% of Boomers sort through their mail the
day they bring it in, 79% bring in their mail the day it’s delivered, 50% say they look forward to discovering the mail each day).

What amazed me was the imagery used. What could they have been thinking about? Dick Stroud