A whole new level of geometric superiority

It's not a cynical way of re-packaging an old product. Heck, you can't even compare it to the textbook Arm & Hammer baking-soda-marketed-as-refrigerator-deodorant campaign. The "Diamond Shreddies" campaign exists just to get people talking about the product. Even the article about it is written tongue-in-cheek. 

And that's too many hyphens for a post.