I honestly feel the same way towards most media highlighting slim people. That said, anything that encourages me to directly change my body without a foundation on health is pretty damn invasive and presumptuous, not to mention shallow. That group sounds pretty defensive with the whole "no need to be ashamed of your body" thing. I'd say they're viewing it less as a pro-heart disease campaign and more of a protest to the other extreme of anorexia. Not saying they're right, rather they seem to have contracted Stockholm Syndrome from their own stomachs are lashing out against the other big problem with weight.