Borat's Makeover: What Happened to the Old Borat?

Over the past few weeks I have noticed something odd with Borat. It looks like he has been given a makeover. A makeover of his looks and personality. He no longer has the same receding hair line, his hair is bushier, his moustache is much bigger and thicker. He smiles all the time and speaks in a chipper voice and squints a bit. He now does strange things like dancing randomly (see SNL bit below). What happened to the old uncoordinated Borat that I watched trying to learn cricket and football in vain? Actually I was wrong he has done that dance before, but not with a weird smile on his face and not randomly when there are 4 seconds of camera time to fill. He's also a bit more annoying for some reason. Something about his demeanour, it's just not the same Borat that I once knew. Here are some videos of the old Borat in action:

The following video is from Season 1 of the Ali G Season 1 DVD. Classic episode where Borat gets advice on dating and does some speed dating.

Here is another great episode where Borat tries to "buy a slave."

Now for the new (although I wouldn't say "improved") Borat. This video is from "Night of Too Many Stars" with Jon Stewart and this was the first video of Borat that tiped me off to his makeover:

Then I saw this opening skit on SNL and it confirmed my earlier suspicion of a complete Borat transformation:

Did the movie producers force him to change his character for the movie and for all movie-related promotional material?