But seriously, breakfast cereal is strange stuff. Beth and the boys recently caught a show on discovery which chronicled (?) the history of breakfast cereals. This was serious corporate all-out warfare that took place during the early 20th century. C.W. Post was the first I believe to market some kind of "Branola" in addition to his (disgusting) "Postum" coffee-like fiber drink thingy which you can still buy for some reason. Just the idea of "flakes" was a totally HUGE novelty and raised the bar (competition-wise) forcing everybody else to invent newer and better ways to package what was an otherwise unnecessary and unhealthy product.
We've come a long way baby! Somebody please pass the Cap'n Crunch with Crunch-berries!