Cereal Straws?

I saw this at a friends house (Ray and Viv you ought to be ashamed of yourselves) over the weekend, and I wondered why anyone would buy this product.  I mean, the last thing a kid needs after eating a sugary cereal is a sugary straw (?) to drink the milk with.  What happened to the good ole days when you would tilt the cereal bowl and suck down the milk like it was a giant cup? Remember the milk moustache?  What will they think of next?