I will say though, outside of that particular moment, we probably would have had you drop the towel. It just didn't fit for that tone.
So, to answer the OP, I'd say it's truly a case by case basis. For the most part, I love references to the past, punny names (I had a character who worshiped St. Rbucks...just a starbucks sign that lost it's A). They add a lot of flavour for me, and I enjoy the quick chuckle that comes with a good name.
That said, there's times where the humour has to take a back seat. When things are getting really heated, that may not be the best time to introduce your cult's new uniforms as Fast food mascots.
There's a time and place for everything, and having humour dotted throughout AW makes it an okay place to live sometimes. So I say there's nothing wrong with it, just use with caution. Don't kill someone else's moment.
(Sorry if this is a disjointed post, writing at work isn't the most conducive place to write thought out responses)