Snap, crackle, and rock with Rice Krispies

I guess I can understand John Mellencamp selling out to Chevy; he has a point about corporate radio not being interested in his newer music. But could someone explain to me what Ralph Covert is doing? Covert, who fronted the Chicago pop/rock band Bad Examples before finding greater fame as a tolerable children’s artist, has apparently written a song “inspired by” Rice Krispies. I’ll grant that songwriters can find inspiration almost anywhere, but the fact that the song, called “Box of Fun,” can be downloaded only from the official Rice Krispies site, and that the Kellogg’s cereal is sponsoring his new national tour, makes me suspicious of said “inspiration.”