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On the humorous side.....the same ad shows Andrew Skurka...an expert trekker who prides himself as knowing how to travel light....opening a can of Campbell's soup at camp...I wouldn't think of a can of soup being light in weight...sure would taste good though.....especially cream of celery or mushroom.
Where we have potable water available along the trail, canned goods may seem humorous, but in places where all water must be carried anyway, the weight of the contents must be carried anyway and the weight of the can serves as food container, water container and possibly a cooking utensil.
Dale B. Dalrymple