Diamond Shreddies? WTF?

I was watching television last week, and I saw this commercial that had me scratching my head. At first, I thought it was a joke, but it's not. Take a look for yourself.



I mean, holy shit. How stupid do they really think we are? Diamond Shreddies? It's the same frigging cereal turned on it's corner. They just changed the design on the box and probably upped the price.