Right? We have less money than ever before and cereal and milk is more expensive than ever before. It's not rocket science. All their flavour and marketing adjustments are a waste of time and money.
Breakfast has been touted as the most important meal but it's treated like it's dessert. It's hollow, unfulfilling calories and even muesli or nut/berries doesn't help because it's more sugar on top of sugared carbs.