I've had this theory that 'associates' in Demolition Man are basically all genetically conditioned to serve their boss but have a tendency to switch over from one boss to another especially if their boss dies, and I decided to test this out on Phil Coulson, I originally had this idea of Tony Stark's Jarvis computer being affected by a virus that alters minds and conditions them to be like the ''Associates', but I thought that turning Phil into Associate Bob would work too.