We Believe in Nothing!

I noticed this last night on a package of ‘Hearty Grains’ Thomas’ English Muffins:

Aren’t they describing the very parts of the English muffin that are nothing?

I mean, I know the “nooks & crannies” thing is their hook, but don’t start assigning adjectives to pockets of nothing; adjectives that are, by their very nature, describing qualities of things made of matter.