Shah Rukh Khan is a family entertainer. His movies appeal to audience of any age, any state, any social status. You do not need higher IQ to enjoy his movies. Watch his Chennai Express for a complete entertainment package. Easy to understand jokes, funny characters, dialogues written considering the 'common man', and most important - no vulgar/double-meaning jokes, no steamy scenes, no skin-show. Yes, there is on-screen violence, but definitely much less than that in video/internet games kids play and cartoons they watch. A movie, after a long time, that can be watched with your entire family. (Even Bhag Milkha Bhag doesn't qualify as a family entertainer, since you cannot answer kids' questions like, why muslims killed sikhs during partition, what Milkha did with his Australian girlfriend, and why winning against Pakistan is sooooo important...) Dear Shah Rukh, you care for what a 'common man' wants from a movie, and you dare to offer that in your movies despite all the competition and criticism... that makes you the King of Bollywood!