Crustless bread!?!

So there I am watching Jamie Oliver's Return to School Dinners (excellent programme, excellent man, more later no doubt) when on comes a commercial for Kingsmill Bread WITH NO CRUSTS....!?!? WHAT? What is that about? For children who won't eat the soft lousy crusts on a soft lousy sliced loaf of barely baked dough, now they take the crusts off? Leaving aside the bonkersness of this idea - can't you just see the clever marketing people working on that one! - there is scientific evidence that the crust is the best bit of the bread (though I shouldn't think there's much healthy in a sliced white loaf). Crustless bread?? Words fail me!