"More grains. Less you."

Excuse me, WHUT?

I was just channel-surfing 'cause I don't have the energy to think, and there was an ad for whole grain cereal, saying it can help you lose weight ("people who eat more whole grains have a healthier body weight" -- define "healthier body weight") and I'm used to that sort of stuff, but then their tagline was "More grains. Less you." 0.0