I really fucking hate it when some food is described as "sinful" or "bad" or when ads imply you should feel "guilt" for eating it. Why the fuck would I feel guilty for eating a candy bar? If I eat too much of them I will get fat but it's my body, right? Where does guilt come into it? You will notice this is an advertising meme aimed almost solely at women, as though our bodies are not really our own - I guess it's our responsibility to keep thin, not for ourselves, but for the greater good of society. You mostly see it ads for "low calorie" foods (which are often just as unhealthy), with the implication being that you can enjoy a postage stamp sized bit of chocolate without guilt. You know what, fuck you Dove chocolates (or Yoplait light yogurt or whichever company is currently beating this drum). If I make good food choices it's because I have decided I want to live longer, or fit into my clothes, or feel better, but that's something I do for me. "Guilt", or that oddly religious word "sin" (eat that cake and go to hell!) has nothing to do with it, and you can shove that shame you're trying to put on me down your own throat.