Gummy Adults ?

I've noticed several commercials lately advertising adult supplements in gummy form and I just couldn't understand why an adult would need an easily chewable vitamin save for the small percentage of the population that has throat or swallowing issues - but these are wide scale expensive advertising campaigns. Here's one article on the subject and another more 'tongue in cheek' here. So what's your take on the trend? Is it hard for the vast majority of people to swallow vitamins or do we have a large population that just doesn't want to grow up or if-you're-going-to-have-to-take-a-vitamin-it-might-as-well-taste-good-and-be-easy-to-swallow or something else?