So what's wrong with this?
Nothing actually. Yes they have a selective sample, yes it's not random, but the population of interest that they are making an inference about is quite accurate.
At first glance it looks like Kellogg's is trying to pull a fast one and say that 100% of people love their cereal. However they are only saying that 100% of the people who like the cereal, like the cereal. It may sound stupid, but it is accurate. As for the in-depth statistical analysis, as long as they're collecting information about a sample it is a statistical analysis. In general we try to find deep understandings about the population from which the sample came, but who are we to judge.
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