The Tongue Patch or should that be tongue in cheek?

Is the world going mad, or what?

I read today that "the award for the most ridiculous "weight loss treatment" goes to the Chugay Tongue Patch, a tiny patch of mesh surgically attached to the tongue to make eating painful, which is taking Southern California by storm." (From the Weekend Australian 10/11 Oct 2009).

Perhaps the reporter was actually talking with tongue in cheek?