Is there meant to be an association between meerkats and comparing the market, omnom? Do you mean like there so obviously is between a bulldog with a Geordie accent and insurance? Or the business name Churchill itself (chosen wittily by a company which was then German to sell insurance to the British) and insurance ?
It's a bit of fun based on the conceit that we might type meerkat for market ( in practice that's not easy, but the idea that we are so very cack-handed is appealing ) and end up in what appears to be a dating service for meerkats, to the annoyance of the Russian proprietors.The CEO of the meerkat service finds the idea that anything so vulgar as insurance selling should be associated, even mistakenly, with him, grossly offensive and annoying.
That could only be aimed at the British.Animals, funny foreigners,jokes at snobbery, lateral thinking.....it has it all !