What is the deal between Microsoft and Chopra?

Clearly someone at Microsoft Marketing likes Deepak Chopra a lot.

800px-deepak_chopra_mspac_medium

e.g. He seems to have got top billing in terms of on-screen time in the 'I'm a PC' ad.

He also got the closing keynote at WPC recently - and it doesn't end there.

While he's not really a personality cult per se as of yet, for a broad-based tech company with an ostensibly and traditionally more objective approach than it's fruit-flavoured competitor (whose typical clientele seems more like a natural match for Chopra's neo-Eastern BS) it seems out of kilter.

Is there a natural fit that I'm missing? Or is this some sort of lowest-level-consumer-facing overcompensation?

And can we blame him if Windows 8 tanks? :p