Imagine what it must be like being a furniture store owner trying to make a name in Houston through cheesy television ads. You are in the home of Jim McIngvale, a.k.a. Mattress Mac -- the Michael Jordan, the Stephen Sondheim, the Shakespeare of cheesy furniture ads. You are destined to be the Phish to his Grateful Dead. The Futurama to his Simpsons. He's Vegas, you're Reno. For years Hilton Koch, owner of Hilton Furniture, fought his brave battle against Mac by maniacally wielding a chain saw on late-night TV, apparently thinking chain saws require the same chopping motion as axes. Now he's got a new weapon: a toddler. He hasn't yet flung him about like an ax, but Houstonians are getting the chance to watch the child develop from swaddled baby to a kid mouthing his first words (the "Jack" in the tagline "That's the fact, Jack"). No doubt we have years of late-night viewing ahead of us watching him grow into a strapping young cheesy-ad man who thoughtfully helps his elderly dad hold on to a chain saw.