Beyond stupid. But I am certain that a certain portion of the population will believe it. Of course they are the same ones that get in airplanes to go to grandma's place in fuselages and wings made of aluminum and other metals too.
As to the ad: There is a reason to get in the steel cage but those dolts were too stupid to articulate it. Because of the weight when mr bear attacks the cage he can't bat/bounce it as far because of higher weight. Pure physics. Weight is good except when weight is bad. Choose your application and both have their place.