Spiderman versus Roger is an interesting thing to ponder. They both do like webs, though of different types. Roger may be a bit too robust when it comes to scaling the side of a building, but he really knows his way around the world wide web.
I'd say they could be good pals! Spiderman could help fight crime, and Roger would be there to make sure that everyone who was looking for information about Spiderman online could find it.
Roger helps make the internet work better, as well as sending hugs and smiles.
If Max doubts that Roger is real, you can show him this video of the Harlem Shake where he can see that not only is Roger real, but he has some good dance moves, too.
My guess is he would ask why not invest that effort into adding content to the landing page or the ecommerce site itself?