Are powdered turds and diamonds the new cocaine?

We were watching The Amazing Race on cbs.com and this commercial played. When the woman in the fur coat and bikini blew powder out of her hand, my wife asked, “is this for real?” But then this shot appeared:

"Are you kidding me?" I blurted. But it seems to be a real promotion for this blog post at chow.com.

UPDATE: Chow.com is owned by CBS interactive. But I’m not sure if that makes me feel better or worse about this video.