Exactly. Protein World is just repeating the strategy that worked for them last year. Put a fit woman on a poster and let all the insecure fatties spread your brand name for you with their complaints. Fats were never your customer base and all the people who would buy your protein aren't triggered by the sight of a normal human body. It's strategic, and in the whole year since the first "controversy" happened the fats still haven't figured it out.