The mythos developed by H. P. Lovecraft explored a race of creatures, such as the terrible Cthulhu, that come from another dimension and that can not be fully comprehended by mere humans. These humans are usually driven mad by their experience. Recently these characters, especially Cthulhu, have been marketed in ways that make them appear cute. There is an element of postmodern irony in this commodification, but the cuteness is successful because it creates an emotional reaction that is at its base similar to the emotional reaction of an incomprehensible horror. Both reactions precede any intellectual understanding.