Our family dog has a bag of treats called "Baa-Baa-Qs" that turn out to be dried lamb lungs. (Really.) Along with a lot of other blather, the package says the company that bags these lung chips, Old West, "is all about... mixing lessons from the old West with modern science to create unique treats that pets love..."
Were the people of the Old West especially adept at caring for pets? What are the "lessons" the Old West holds for pet owners? I mean, breakin' treaties with Injuns or stringin' up horse thieves, sure, then we look to the Old West for lessons. But cat care?
And don't you hate it when people or companies say they're "all about" something? An essay or a documentary is about something, but a person or company is not.