Why flying squirrel - the cute animal in the world?

If the world staged a competition for the most cute animals, Siberian flying squirrel definitely would get the first place.

Although these creatures are called flying squirrels and, in fact, they do not fly, as it were gliding through the air, through the membrane, opens between their front and back legs. Due to this "adaptation" proteins can be raised to a height of over 100 meters, in case they need to escape from a predator or simply move to another tree.