“I’m like, it’s not rainbows and lollipops,” says the man’s man in a new Weight Watchers ad campaign that debuted Sunday. “This is a plan for MEN.”

Are you clear on the distinction? Men like beer. (So Weight Watchers has created a Beer Cheat Sheet for them.) Women like… rainbows and lollipops. (Also ponies. And dotting the letter “i” with a heart. Because we’re all six.)

Here’s why the diet industry’s decision to target male consumers is bad news for everyone.