Stephen,
Thanks for bringing this up this topic. To set expectations straight, we have borrowed concept from BenTheBodyGuard and have credited them appropriately on website, please see Credits section. There is no attempt to hide this fact. Original creators have done phenomenal job, they deserve due credits.
We used this popular concept to build pre-launch buzz for Indian market. Local flavors are used to appeal to local audience and convey message. True to expectations, concept is indeed getting great reviews.