In covering the tempest surrounding Chick-Fil-A Monday on The Colbert Report, host Steven Colbert hit upon a new business strategy: Don’t run away from controversy, embrace it.

“Just associate your product with a divisive political position and wait for the cash to roll in,” he said, before pitching some trial slogans for La-Z-Boy (“You know who’s lazy? Mexicans.”) and Pringles (“Once you pop, you can’t stop … requiring women to get transvaginal ultrasounds.“)

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Colbert based his idea on the restaurant chain’s reportedly having the best sales day in history – “Or as chickens refer to it, the worst day in history,” he added – following Fox News host Mike Huckabee’s “Chick-Fil-A Appreciation Day,” when eaters arrived en masse Aug. 1 in support of the company.

Never one not to take his own advice, Colbert used the occasion to announce his own controversial stance, outing himself as a heterosexual. Those people he lives with, he said, aren’t his roommates – they’re his wife and kids, and they love each other.

“Today I’m proud to shout: We’re straight, we’re great, you’re used to it,” he said.

Watch Colbert’s take on the Chick-Fil-A controversy, aired Monday, below: