It seems like suddenly big round colorful balls are everywhere—the gym, the chiropractor's, even doubling as office chairs. But I never really know what to do with them––it's fun to stretch your back and bounce for a minute, but then what?

The marketer’s pet of the week are recently profiled by BusinessWeek Online/MSNBC.com in articled appropriately titled, In hot pursuit of Yoga Mamas. A couple choice highlights:

“The Yoga mom is the center of the megaphone today.”

And pricey strollers are justified in part because their rugged and lightweight design helps Mom burn calories via power walking, aka “strollercizing.”

“There’s a treadmill of dissatisfaction that acquisition doesn’t solve,” says Juliet B. Schor, a Boston College sociology professor and author…

Ready to chime in? How do you feel when you are the target of marketing hexes campaigns? Is it a good thing, signaling an evolution in the consciousness of the marketplace? Or is it just the age-old smell of money that brings the old dogs into your yoga class?