What were they thinking?

I get The Irish Times in my inbox every morning, and a few days ago, I found this ad:

The page is there:

http://readeroffers.irishtimes.com/i-aa-gr092-gdb-3/Comfy-Toes-Socks-x-2/

Here's a screencap, for good measure:

What were they smoking thinking? I'd probably be more convinced if they said the socks are to bring out your inner polar bear... but that's me and my odd sense of humour.

My feet will stick to Japanese socks. Thank you.