They're just milking him for all he's worth.

"When you lose, I get to laugh at you.. Big Time! Ha ha ha!!"

"What do you think? Lot's of work, huh?! It will get much, much faster."

"Hey Kirby! This means war! If you can stack many *'s, you win!"

"Shoot, shoot, shoot... Think you can win? Think again!

From the SNES version

Can I get some TNT with that?