That is certainly what it sounds like.

But how about this possibility -

If they tell people it's ok to have cookies, and cake, and bread that you made at home from the same "good wholesome ingredients" that the manufacturers use, but if they're made in a factory they're bad for you - how many people actually have the time and energy to make those at home?

The working mom who needs to get the kids to soccer practice and clarinet lessons 5 days a week after work certainly isn't going to have the energy or time to bake a batch of cookies from scratch after she gets home from working all day and chauffeuring the kids around all evening.

She MIGHT actually have the time and energy to do that on the weekend - after she does the shopping for all those ingredients she needs to make a batch of cookies.

If she takes the NOVA description of UPFs to heart, she'll only eat and give her kids homemade cookies - not the 6 packages of factory made cookies she could have just thrown in her cart while she was in the store.

That's probably a pretty far-fetched scenario, but there are some who would truly believe that making those cookies from scratch from "good wholesome ingredients" will make them perfectly ok. And if they only get cookies once a week, well then they've actually reduced their consumption of UPF's.