This whole thread is the fallout from a very savvy marketing campaign.
We make potato chips. "Ultra-processed" foods are being demonized. Potato chips are being lumped in with "ultra-processed" via guilt by association (high fat, high sodium, low nutritional value) even though the "processing" is really not that much (slice, fry in oil, salt). We need to remind people that our salty snacks are not ultra-processed so they will continue to consume them mindlessly.
Q: How to break though into the attention economy?
A: Stupid, disingenuous study results designed to get people talking. Everyone knows potato chips are made from potatoes, so everyone gets to feel SMART! Yeah! And viola! We are all reminded of how relatively minimally processed potatoes chips are (despite their being deathly bad for you).
Yeah, marketing!