It's like using "campaign for Real Science" to sell Intelligent Design

Majikthise is right, of course. It was an exceedingly clever and highly cheeky siege-of-hand on the part of Dove to use regular-sized women to advertize their firming cream -- everybody is either swooning with admiration or outrage. Many women are grateful simply to see normal female bodies on billboards, while even the negative attention they gathered from jerks like Roeper tends to translate into sympathy mileage with their target demographic. All this misdirects attention from the fact that they're selling a bullshit product.