Uncle Ben's rice, cause marketing and why I cannot waste time on the Web

Going beyond the bubble is a critical part of learning, which is one reason I try to read as much as possible outside the normal rounds of news re nonprofits and social enterprise. Tonight I was catching up on my Advertising Age when I came across this interesting article on the spike in visitors to websites for consumer packaged goods--y'know, like Kraft, M&Ms, Coke, etc. I was particularly intrigued by the surge in traffic to Uncle Ben's, so I clicked on through the prompts . . .

Sigh. Is there no refuge for the weary wanderer?