I have seen ads that were a lot more "over the top" than that one. They are just telling the people they want to sell to, what they want to hear. There are still plenty of people out there with more money than common sense and part of their belief system is, if it costs more it must be better and therefore worth it. Like the suburbanites who drive a Range Rover instead of an Explorer - and it will never, ever need to engage the 4WD. Someone who is not as nice as us, coined the term "citiots" for these type of folks. If they can afford that beef, and it makes them feel good to buy it and and consume it, well then God bless America and what's-their-name farms. Free enterprise at its finest.