Mischief: Who Made Me Fat? (BBC One, Monday, 10.35pm) made it clear from the start the answer would not be 'You did, you greedy lummox'. (She only ate that chocolate cake because in the fridge's eerie glow it looked like love.)
No, it's the supermarkets holding a gun to your temple as you shop, like the fat dude in Se7en forced to gorge on pasta sauce until he popped like a puppy under a 4x4.
The show used the same extreme tactics honed by Morgan Spurlock: burying serious stuff shocking sugar levels in unlikely products; branches of Burger King in NHS hospitals in an avalanche of silliness.
Icing the fact-cake was highly palatable presenter Becca Wilcox, whose Fraggle-like, super-caffeinated perkiness was super-annoying until it dawned that she wasn't taking the show remotely seriously either. Via flash-mob aerobics and chats with bags of Wotsits, she hoped to expose our "secret feeders", the "real culprits in the obesity epidemic".
It was surprisingly entertaining but flawed in pretending any of its revelations had ever been secret. If Coca-Cola sponsoring the Olympics is part of a covert conspiracy, they've missed the point of this publicity lark. And even McDonald's doesn't champion the Supersize Me diet.
Thing is, it's always those 'bad guys' that front up who come off worst, while villains like health secretary Andy Burnham wriggled off the hook with a few moments of well-oiled, well, oiliness.
Morrisons got it worst, crowned king of the dodgy bogof. Corporate affairs chief Richard Taylor gamely - if nervously - took his knocks, but surely they'd picked the wrong target, when Morrisons pushes its fresh grub so hard. Meanwhile, the endless rows of Partially Fried Chicken and Golden Lucky Abattoir pizza joints got off scot-free.
Far better was a random attack on Sebastian Coe, whose lighthouse-like aura of self-satisfaction normally beams with the brilliance of a thousand suns. It'd be worth losing the 2012 Olympics to Burkina Faso just for the look on his pointy face.
Still, Becca seemed like a fun girl to grab a Whopper with - albeit an ironic one, obviously.
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