I think he's suffering the same ailments as the caveman. He's a person by default and for him to stand out he has to be more than what he is.
Each geek would much rather have a woman who understands him rather than just any woman even if she's not real.
Its campaigns aren't really consistent; it has a spokesman and a mascot; and it isn't the best nor the first yet Geico remains the most popular.
Word of mouth can make all the difference if you really trust your opinion leader. Yelp provides an alternative with strength in numbers. "Real people. Real reviews."
Overall, I think it's a truly innovative idea. It encourages spending, socializing, competition, and promotional discounting.