Jones fails to keep up with the meerkat

I notice that price comparison website, moneysupermarket.com, is reviewing its pisspoor television ad campaign fronted by Dragons' Den "star" Peter Jones.
This is down to the success of rival comparethemarket.com's brilliant commercials, featuring their speaking meerkat character, Aleksandr Orlov, pictured below, the boss of comparethemeerkat.com.
This is a nice coup for Aleksandr (and an equally satisfying development for viewers who can't stand the self-regarding Jones), but might the entrepreneur's Dragons' Den colleague, Evan Davis, now be a touch concerned?
It's been pointed out before that Evan and Aleksandr bear a striking resemblance to each other. Could Jones now take out his meerkat frustrations on the wrong man?