Ask.com TV Ad Targeted To SEMs?

I confess I don’t quite understand what Ask.com is trying to do with their current television commercial (I saw it during a recent Colbert Report):

Algorithm?!? Who, aside from search engine marketers (SEMs), understands what that means? I seriously doubt they’re going to increase their market share among general search engine users with this commercial.

So, assuming, of course, that Ask knows what they’re doing with this commercial, the only explanation I can offer is that they are trying to get SEMs to optimize web sites for Ask.com in an attempt to improve the relevance their search results.