Over the past few months, it has been working hard, with the help of media consultants, to play down its cosy reputation in favour of something more academic and serious.
Dressing up, beautifying, casketing, embalming, burying and cremating are vital and solemn duties, but they all require a daily confrontation with your own mortality, which can be pretty frightening.
Ideas fuel the engine of history, and in a time when the number of vital and honest ideas are fading, he's pushing at every turn to get more flowing again.
Stacked near the checkout counters, and as colorful as a Fisher-Price toy, it is a not-so-serious-looking power tool: a battery-operated saw-and-drill combination.
"The donkey," he says sternly. Manche is shocked that Sucre would stoop to that level and reminds Sucre that they took an oath to never tell anyone about that incident.