And the connection is....?

I find it impossible to believe that purveyors of pistachios got permission to use a classic film reference like Psycho. And even if they did, unlikely as that is, I fail to see what the hell this commercial has to do with pistachios. If there is a connection. Do most people open their pistachios with a carving knife? It totally eludes me as I don't see how it connects to Norman Bates or his mother. Not to mention that my appetite is not the least bit aroused by the connection between pistachio nuts and a bathtub drain.