Just because fast food items and salty snacks are unnatural doesn’t necessarily mean I’m going to turn them down. But now that Frito-Lay says it is reformulating about half its goodies—including Tostitos, SunChips and Lay’s—to contain only “natural ingredients,” I’m starting to see this differently. A new ad campaign, which Frito-Lay says is “the largest integrated marketing campaign in the history of the company,” focuses solely on all the natural stuff found inside the products. But won’t that just remind us of all the crap that was in them before? That would include, but not be limited to, artificial flavors and preservatives and monosodium glutamate. Not to mention all the fat and calories, which, unless there’s magic involved, haven’t been removed. Maybe it’s just the time of year, with resolutions hanging heavy in the air, but I don’t think I want advertising to dredge up my past transgressions. That’s what holiday visits with the family are for.