More of an Indulgence?

So I was reading a men's health magazine (it was all they had) just moments before getting my wisdom teeth pulled. Now I had laughing gas so I don't remember this but I made a memo on my phone so I looked it up as soon as I was feeling okay. Would you believe me if I told you this was toothpaste?...
You're probably saying right now, "This is a joke, right?". Sadly, no. As I read this ad about four new kinds of toothpastes, I was shocked in seeing that they were blue, teal, read, and...poo-colored. The line at the top said, "Want more of an indulgence when you brush?" Since when was brushing your teeth supposed to be an indulgence? I thought people just brushed their teeth for health reasons, not to indulge themselves. Sorry, this was random. I just really wanted to rant about it because I was so in shock at what I had seen.