His stuff on The 11 O'Clock Show was really good, then they discovered they had a good thing and plastered him everywhere, it's just ritual humiliation at this point. Sacha Baron Cohen just can't carry an entire movie on his own, he was good in Hugo but he wasn't exactly the lead in that film. He did a show somewhat recently where he was an ex-con turned painter and he was asking art gallery staff for pubic hair for his brushes. It's as riveting as it sounds.