The point was you could get the same kind of nasty, flavorless hippie gunk that used to sell for cheap at dirty co-ops but pay 17 times more for it because it came in a package with a dolphin and a Native American prayer printed on the label. And that was desirable, because as soon as people who didn't have food with a cool dolphin and a Native American prayer printed on the label got a look at your dolphin-labeled, spiritual, nut-free, 100-percent organic, antioxidant-rich prune chew, they would (you assumed) envy the daylights out of you.