I see it two ways:

1 - It's a greyt irony! Part of the proceeds will go to animal shelters/welfare (or so they say), which kind of plays on the notion that many mixed breeds end up at the shelter anyways so why the fancy name. OR..

2 - They're just stupid and don't realize what a mockery and hypocritical statement they're making.

I think it's #2 Honestly, the less material goods we desire, the less we suffer. Simple.