Over at UnBeige, mediabistro.com’s design blog, Steve Delahoyde notices adman Alex Bogusky‘s The 9-Inch Diet and raises an eyebrow—because what’s a partner at the firm that repositioned Burger King for the 21st century and has just begun work on a campaign for Domino’s doing writing a book about, according to Powerhouse Books promotional materials, “the conspiracy to make you fat”?

Pondering that question, Delahoyde cites speculation in the pages of Creativity that this is all part of some elaborate marketing campaign for some food company or another. Creativity also runs some sample material, including a page that offers the theory that Americans have gotten fatter because the average dinner plate is three inches wider in diameter than it was forty years ago.