Um, ice-cream activism? Really?

ON THE ONE HAND, the fact that Ben & Jerry's has whipped up pints of apple pie-flavored ice cream — called "Apple-y Ever After"— in support of same-sex marriage in the U.K. is admirable. On the other hand, Ben & Jerry's is a perfect co-star (along with Snooki and Santorum-for-president) for our early 21st century theater of the absurd. I'm not certain what is more curious: an unsubtle marketing ploy in the guise of ice-cream activism or the fact that it qualifies as breaking news. Color me bemused.