Indoctrinating them even more about the must-have brand names that would swallow up the paycheck of many of their parents. Turning them into good little consumers. The Pasco schools have had a contract with Pepsi. They sell Pepsi products and get money back. I used to get calls from Pinellas teachers outraged that Hooters was sending discount coupons into the schools to give away as prizes to kids who had done well.
Some textbooks use brand name items to teach math.
Mercifully, the Super Bowl merchanteaching program is optional. A teacher doesn't have to use it. School is just starting in Pinellas. It started a couple of weeks ago in Hillsborough. There are committed teachers and serious students whose names you never hear.