Are people really so mindless that the only way they're willing to get past prunes' historically maligned image is if they're repositioned as individually-wrapped candy-like treats, as Sunsweet has done by introducing them as "Ones"? I don't know what rankles me more: That this moronic mind-game will actually work on the general public or that all of that wasteful, unnecessary wrapping won't faze most self-proclaimed health-conscious cretins targeted by the advertisers. I suppose none of this should surprise me and that instead I should just be happy that I'm capable of knowing that this rebranding is plum full of shit.