Something Wrong with Your Poo - Or is This Just RAMPING UP THE STRESS?

A very interesting advert for loose or blood-marbled poo, going on in the UK.
My two questions have to be, "What have they done?" and, "What are they really monitoring?"
Additionally, are they just making sure we're all ON THE EDGE OF OUR FUCKING SEAT at all times, day and night, worrying about all sorts of 'imaginary ailments'?
:)