What's wrong with yogurt today?

Is anyone else disturbed at the number of yogurt brands being introduced today that are marketed toward your bowel movements? Dannon's Activia® brand goes so far as to create the trademarked term "BIFIDUS REGULARIS." Give me a break.

I'm just not sure how "regular" it is, however, to poop out your belly button as the Dannon image seems to suggest.