>A truly pathetic and cheesy marketing choice for Time.

Or maybe it went like this...

The Big Boss, on the phone to staff: so, boys and gals, have you decided on the person of the year?

Editors: yes, Big Boss, it's you

TBB (thinking it's really him): oh, well, you shouldn't have, it may be too big of an honor... but if you really think it's deserved, I'll take it. You got my OK.