Suicidal Candy: Why are the creme eggs offing themselves?

Have you caught the latest Cadbury Creme Egg commercials yet? They're beyond disturbing. In each one, a creme egg figures out some way of "releasing the goo" by offing itself. I like dark and disturbing things generally (case in point: my love of electro-industrial music, like Tactical Sekt) but not when it comes to my food.

Check out the ads if you haven't seen them yet: Cadbury creme egg ads. They freak me out. Anyone else find these weird?