Lately I've seen several websites with large ASCII art headers in their HTML. I don't get the point and it seems like this must just be a fad. For instance, tumblr.com has it:
<!--
. .o8 oooo
.o8 "888 `888
.o888oo oooo oooo ooo. .oo. .oo. 888oooo. 888 oooo d8b
888 `888 `888 `888P"Y88bP"Y88b d88' `88b 888 `888""8P
888 888 888 888 888 888 888 888 888 888
888 . 888 888 888 888 888 888 888 888 888 .o.
"888" `V88V"V8P' o888o o888o o888o `Y8bod8P' o888o d888b Y8P
-->
Adding this art to the file increases the size of each HTML download, which could equate to actual bandwidth cost increases on popular sites. I can't imagine why someone would do this on purpose unless they are just trying to be hip and cool and don't care about the extra bandwidth.
Is there a valid business reason for doing this? Is it a branding technique? Is it used to deter people from ripping off HTML and site designs?