In late August, Dean began coming to the ring on the Dean Machine (a Segway PT type machine). He would also force feed "Simon System" products to jobbers who wouldn't accept his offer to try them after defeating them in squash matches. On the September 1 episode of "SmackDown!", he faced Batista whom he claimed to be a user of his products. Dean had his first major WWE pay-per-view appearance at No Mercy, in a loss against Bobby Lashley. After the match, Lashley forced Dean to eat 20 double cheeseburgers, causing him to vomit backstage. Dean had been noted on his later appearances as the "Head of "SmackDown!"'s welcoming committee", a position in which he was used as a jobber to debuting wrestlers.