The slightly silver lining is that the marketers working for McDonalds aren't the same ones that are working for Max Mara who aren't the same ones working for Apple. Men are still going to be affected by ads of thin women more than ads of fat women (women too)/ The most successful people (with the most income to spend) are still pretty likely to be in good shape. The market has room for a few obese models -- it's unfortunate since they're disgusting as fuck to look at, but obesity isn't going to be "cool" any time soon.